The toy manufacturer Schleich intends to continue to grow with expansion abroad and toy figures that also appeal to adults. In 2022, the company based in Schwäbisch Gmünd and Munich was able to increase its sales for the eighth time in a row. CEO Dirk Engehausen is also looking forward to this year with confidence after a cautious start: “I expect the first half of the year to be quite bumpy in Germany because there are still a lot of uncertainties.” For the second half of the year, on the other hand, he expects a relaxation and more willingness to spend.
Last year, Schleich generated sales of 275 million euros, an increase of 8 percent compared to the previous year. In 2021 and 2020, however, growth was still in the double-digit range, said Engehausen. Schleich also felt the general reluctance to buy. Many parents also bought the toy figures as a small reward or souvenir instead of sweets. “These expenses fell significantly, especially in the third quarter,” said Engehausen. The company generally does not provide information on the result.
Solid mainstay foreign business
The company, founded in 1935 by Friedrich Schleich at its headquarters in Schwäbisch Gmünd, sells its figures and playsets made of plastic in more than 60 countries and now generates more than half of its sales outside of Germany. “Thanks to strong profits abroad, we were able to successfully absorb the difficult economic situation,” said Engehausen.
A new product line based around Harry Potter and the fantastic creatures from the novels and films is intended to ensure international sales – and to inspire adults as well as children. But other figures such as dinosaurs are also interesting for adults.
Schleich wants to continue working on the sustainability of its products in 2023. “Our toys are extremely durable and therefore sustainable,” said Engehausen. Nevertheless, the company is also researching the use of recycled plastics. “The colors don’t stick so well to everyone.” In a first step, all figures should be recyclable by the end of 2027, and the packaging by 2025.
