Schleich calls on the expertise of the Serviceplan Group: Mediaplus, teamed with Plan.Net Media, is now responsible for the national media budget of the toy manufacturer, whilst Serviceplan Design will produce Schleich's internationally available brand catalogue, as well as print and POS advertising materials.
Munich, 20 July 2015 — Mediaplus was commissioned directly by Schleich, and is now responsible for the national media budget of the toy manufacturer, known for its wildlife, comic and Smurf figurines. The aim of the open-ended collaboration is to increase awareness of the traditional Schwäbisch Gmünd company and promote its growth. To achieve this, the current campaign, which runs from July to December 2015, has placed advertisements in the target group-print media, children's magazines, such as "Wendy", "Löwenzahn", "Frag doch mal die Maus" or "Star Wars Rebels". TV ads will be used for the campaign in 2016. Mediaplus's sister agency Plan.Net Media will be responsible for all digital media activities.
In addition to Mediaplus and Plan.Net, Serviceplan Design has also won Schleich as a new customer. The Munich-based agency was also directly commissioned by Schleich to prepare its international brand catalogue, which is published in 23 languages. In addition, Serviceplan Design is designing promotional material for the point of sale (POS) and print ads, which are expected to be on display from October 2015. The advertising material is intended to appeal to children, their parents, and potential gift-givers. The material shows the realistic game characters in their natural environment: the animals from the game world "Farm Life" on a farm, and the "Wildlife" figures at a waterhole in the savannah. "Our figures melt the boundary between fantasy and reality. Our aim is to revise the brand appearance of Schleich to appeal to those who are, at present, non-buyers", says Philipp Steinle, Director of Consulting at Serviceplan Design.
"First and foremost, it was, of course, the know-how of the Mediaplus Group and Serviceplan Design which won us. We particularly appreciate having gained two reliable partner agencies which work together hand in hand," said Victoria Sutch, Vice President Marketing at Schleich. Mirko Becker, General Manager at Mediaplus added: "It is our integrated work especially which distinguishes the Serviceplan Group. With it we ensure that the media planning of Mediaplus and the creative work of Serviceplan Design address the right target group with the right content."
Founded by Friedrich Schleich in Schwäbisch Gmünd 80 years ago, Schleich is one of Germany's largest toy manufacturers and a leading international supplier of original game concepts. Schleich's popular game characters are sold in more than 50 countries. As a global player with Swabian roots, the company is now majority owned by European investment group Ardian. Its other shareholders are the managing directors Dirk Engehausen and Erich Schefold. The design of the Schleich play worlds, the manufacture of production tools, as well as quality and safety tests are all carried out in Germany. The production itself takes place at the company's main site in Schwäbisch Gmünd, as well as in other production facilities abroad.
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