Recently the owner of an independent American toy store contacted me to comment on one of my previous posts about Schleich horses and asked if I'd be interested in learning more about Schleich.
Of course I was interested! The more I know about the various lines of model horses out there the happier I am.
Scott Mazerall. President and CEO of Maziply Toys (whose business card says "Owner and Fun Specialist") generously consented to answer all the questions I wanted to ask him. So I thought about it a bit and came up with some questions that I thought Schleich collectors might want answered.
What follows is a list of my questions and Scott's answers. Before I get into those, though, you might want to know that Maziply Toys, located in Kingston, Massachusetts recently became the first Schleich Flagship store in New England. What this means for the Schleich horse collector is that Maziply Toys offers one of the largest selections of Schleich figurines available in the United States.
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Trappings of a Flagship Store. Image courtesy of Maziply Toys. |
If you're interested in more information about Schleich beyond what's in this blog, there's a good description of how Schleich figures are created on the Maziply Toys website. And now, on with the Q & A:
Popularity of Schleich Products
Q: I see that you carry the full line of Schleich
products -- dinos, fantasy pieces, farm animals, wildlife, horse club
pieces, etc. Of all the various Schleich lines you carry, which would
you say are your best sellers?
A: From the
perspective of individual units sold, Wild Life makes up 33% of our
sales. However, from the perspective of gross sales, Horse Club is our
highest grosser with 23% of the gross sales. Here is spreadsheet data that shows all the lines:
Line | Unit% | Gross Sales% |
Wild Life |
33% |
20% |
Farm World |
20% |
14% |
Eldrador |
14% |
18% |
Horse Club |
13% |
23% |
Dinosaurs |
11% |
15% |
Bayala | 8% | 10% |
Q: Recently I've noticed that
Schleich has started offering blind bags or surprise bags in some of
their lines -- for Farm World for sure. How popular are these?
A:
Blind bags have experienced incredible interest over the last few
years. Schleich is no different. However, I have noticed that the blind
bags are bought by a broader range than our typical Schleich customer. They invite both the Schleich enthusiast as well as the blind bag
enthusiast. I will note that Schleich has not gone super aggressive on
blind bags as some other companies may have.
Q: How many times during a year
does Schleich generally add new pieces to their lines? Are there
specific months we can look forward to for collection updates?
A: This can vary, but here's a breakdown of this year: January: 34, March:
3, July: 25, September: 3, October: 3. As you can see, January and July
are the big launch dates for new Schleich products. We do and will
carry all of these.
Q: I know that Horse World and Farm World both have
Advent Calendars in their line up. Do all lines have Advent Calendars?
If not, which ones do and which ones don't?
A: This year, we can expect to see advent calendars for Horse Club, Farm World, and Dinosaurs.
Q: What sort of feedback or requests do you get from your customers in general terms?
A:
Before we carried the full-line, we would often be asked about products
that we didn't have in stock. Now that we are full-line, we don't run
into that really anymore. I would say that people are always eager to
know what comes next. We are also often asked how many Schleich figures
we sell after seeing the amount of dedicated space to the brand in our
store. While we don't give exact numbers, I can tell you that Schleich
is consistently a top 5 brand for our store.
Schleich Horses
Q: Do you ever
watch the YouTube videos that show how people interact with their
Schleich horses -- by displaying them on shelves, building elaborate
stables for them, and/or featuring them in storytelling videos? If so,
what do you think of these?
A: I absolutely love the
passion that I see from collectors. As one of the largest toy stores in
the United States, we carry a variety of collectible products. It's
always amazing to see the commonalities between how collectors take care
of and put pride into their collections. I have seen some pretty
amazing things over the years from collectors.
Q: What, if any, is the difference between horses offered in Farm World and horses offered in the Horse Club?
A: Schleich
Farm World is more focused on farms, working horses, and Rodeo.
Schleich Horse Club may be a variety of horses, but is more story-driven
with its four riders and their passion for horses.
Q: When an
older horse mold is replaced (like the 2020 Friesian replacing the older
Friesian) are the older molds permanently retired or can we expect them
to pop up again sometime?
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2020 Schleich Friesian Mare. Image courtesy of Maziply Toys. |
A: Schleich does not
typically reuse a mold. When they release a horse, they design it from
scratch. If you take a look at a specific animal through the years, you
can see that it is always evolving into a better product. By reusing a
mold, that takes away that opportunity for Schleich, which is why they
will typically create an entirely new mold for newly released animal
figures.
Q: Schleich used to
produce additional lines that featured horses, like a series of Mounted
Knights and a series of Historic Western figures. Will we ever see a
return to that sort of thing?
A: Only the future
holds the answer to those questions. However, I can tell you that
between now and the end of the year, you should not expect this on new
releases.
Q: Do you have any information on anything Schleich horse collectors might look forward to in the upcoming months?
A:
For Farm World, expect to see Vet-related playsets and the 2020 Advent
Calendar. For Horse Club, we can look forward to Mia's Vaulting Set and
the 2020 Advent Calendar. Most of the new horses for 2020 were released
earlier in the year. I'm unable to comment at this time on potential
releases in January of 2021.
Collecting Schleich
Q: I've noticed that Schleich often comes out with Exclusive Edition horses
for their various markets. Do you ever carry these? Also, lately,
they've been doing festive Limited Editions, like a gold donkey (Christmas 2019) and a red rabbit (Easter 2020). Do you carry those?
A:
Yes, we do carry these. There are is also the Golden T-Rex from
recently (possibly 2018) and an 80th Anniversary figurine is expected later in the year.
We carry the full line, and this includes specialty exclusives. We may
run out of certain SKUs from time to time, but they are always restocked
if it's still being manufactured.
Q: I think you mentioned to Schleich that it would be a
nice thing if they would feature their sculptors by name every once in a
while. Many model horse collectors seek out similar plastic ponies
designed by sculptors known in the hobby, like Deborah McDermott
(CollectA), Brigitte Eberl (WIA and Bullyland), and Maggie Bennett
(Lanard). Have you heard anything more about Schleich starting to
feature their own sculptors?
A: I have attempted to dig
into this but have not really gotten any names or information. To be
fair, the world has gone through significant change over the last few
months, so this may be something that I can get better information on
down the road when the world starts to get back to normal.
Q: Are you aware of any good collectors'
guides for Schleich figures (aside from the yearly catalogues) in which
collectors can keep track of their collection? It could be an online
source or a printed book.
A: This is actually
something we have been researching to potentially put together on our
website for our customers. It's quite a task and may take some time
before we are finished. That said, there are actually 2 catalogs
released each year from Schleich: 1HY and 2HY.
Schleich Packaging
Q: I've seen Schleich animals and figures sold in closed boxes, open-front
boxes, and loose on a rack. Do you know how the packaging decisions
are made?
A: Single animal figures are typically
loose with the classic Schleich flag attached. Smaller sets that usually
consist of an animal with a couple of accessories are
usually in an open-front box (lately they have been plastic window
boxed) and the larger sets are closed boxes.
Q: Is Schleich looking into getting
into more environmentally friendly (recyclable) packaging? I know the
cardboard boxes are recyclable, but I've also received Schleich figures
in plastic bags which generally are not. Do the animals sold in open
racks come in plastic bags which are removed by the retailer before
display? If so, is it a recyclable type of plastic?
A:
I know that Schleich has taken steps through the years to improve the
balance of being environmentally friendly and the protection of the
products from manufacturing to the end customer. Yes, loose figures
arrive at the retailer in a plastic bag. We remove the ones that go on
the shelves but leave some with them on in case we ship them for online
orders. It provides additional protection during shipment.
Bonus Question
Q: What is your favourite horse sculpture and why?
A:
Oh my! That's like asking a parent which is his favorite child! Each
sculpture has its own beauty and characteristics that make each special.
But I will say that I really like the mustang 13805 from Farm World. So
many mustang figurines follow the cliched rearing pose. While these all
look great (as did Schleich's older mustang), I really appreciate that
they just went for a simple, yet strong stance that not every other
manufacturer has been brave enough to go for.