For the first time in the company’s over 80-year history, Schleich brings a film into the cinemas. In July of this year, the company was taken over by the Investor Partners Group.

Since 2007 the elven world bayala is an integral part of the Schleich assortment. The company from Schwäbisch-Gmünd has developed a wide range of characters and game sets. Now the next step is imminent. The film “bayala – Das magische Elfenabenteuer” will be released on 24 October. For Schleich it is a premiere, for the first time the company dares to make the leap onto the screen. The film was produced by Ulysses in co-production with Fabrique d’Images, and is distributed by Universum Film. Actress Josefine Preuß and singer, presenter and entertainer Ross Antony lend their voices to two of the elves. The film is all about friendship, courage and adventure, elves, magic and colourful worlds. The elf princesses Sera and Surah and their friends embark on an adventurous journey across mountains, rivers and enchanted landscapes to save their magical elven world.

New Schleich sets matching the film available

“We are very happy to bring a great animated film to the cinemas together with Ulysses. This is a wonderful premiere for Schleich“, says Monika Bleile, Licensing Manager of the Schleich Group. “The bayala world offers everything you need for a magical cinema experience: Elves, unicorns, magic, but also the themes of cohesion, trust, peace and tolerance”. Schleich is also focusing on other business areas in order to profit from the bayala fan fever. Six sets with the main characters of the film will be released this month. These are the adventurous sun elf princess Surah, her twin sister sun elf princess Sera, the shadow elf boy Jaro, the cheeky redheaded elf Marween, the mysterious shadow elf princess Nuray and the tender blonde elf Feya. In addition, Schleich becomes a licensor with bayala. For the start of the film, fashion and accessories from Capelli New York, T-shirts from Spreadshirt and bed linen from Herding are available. Puzzles and a board game are available from Schmidt Spiele.

More than half of sales are generated outside Germany

Universum Film publishes radio plays on bayala, Blue Ocean a magazine and Egmont Schneider books. In October Wild River will release an interactive adventure for PC and game consoles. Also from autumn 2019 there will be a school bag set from Step by Step. This diversification of business channels is Schleich’s corporate strategy. The Group announced its intention to further develop its product lines. Special attention should be paid to the staging and emotionalization of the brand. Cinema is a powerful tool for this. In addition, the focus is on the continuous expansion of individual brand worlds with additional characters and new play sets, as this was a decisive growth driver in the past fiscal year. Thanks to sustained worldwide growth, the toy manufacturer achieved gross sales of around 183 million Euro in 2018, an increase of around 17 percent. Today, Schleich generates more than half of its sales outside its core market of Germany.

In July, Schleich was taken over by the Partners Group

The new investor should be very pleased with these strategic projects and sales figures. Partners Group acquired Schleich in July. The company acquired the majority stake in the German toy manufacturer from the global investor Adrian. Schleich CEO Dirk Engehausen sees this as an opportunity for further growth: “We are delighted to be working with the Partners Group team, whose global presence and operational capabilities will drive our long-term growth initiatives. While the company has established itself as one of the leading toy manufacturers in the DACH region, we see enormous potential to expand our international presence and want to establish Schleich as the market leader in the global toy market.


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Link: Schleich brings his elven world bayala to the cinemas.

Image: Schleich