North Carolina-based toy company gears up to ship millions of toys for the holiday season


CHARLOTTE, NC (FOX 46 CHARLOTTE) – Millions of toys will travel to the Charlotte area this holiday season. Workers at a Queen City-based toy company prepare to produce fun for children in the Carolinas and across North America.

Schleich is a German company. The owners moved the North American operations to Charlotte about six years ago.

Right now, the company is set to name its “Chief Storyteller” for the holiday season following a search across America for a child with that special sparkle.

When you enter the Schleich warehouse in North Charlotte, you will come across a tiger in a safari scene. A few steps away, grazing in the office, you will find a huge cow.

“Our job is to examine what makes children laugh, what makes them shine,” said Kelli Masilun, Schleich’s marketing director for North America.

Over 50 people in the Schleich Charlotte office are responsible for bringing smiles to millions of children across North America.

“We work hard, there’s a lot of planning and forecasting and things like that, but at the end of the day if you’re in the toy industry and you’re not having fun you’re probably doing something wrong.” . Masilun said.

Each year, over 10 million toys come in and out of Charlotte’s office. It is about now that the task begins to expand.

“During the holiday season, it’s a bit like working at the North Pole, but without the temperature issues,” Masilun said.

Instead of elves, the Schleich crew have a giant T-REX, which serves as a kind of mascot.

“Schleich toys are really the essential part of the storytelling. So we create characters and sets that allow kids to imagine any story they want to continue, ”Masilun said.

Being part of a story is why the toy team traveled to New York City as part of a search for a “storyteller.” The chosen child will be featured in advertising campaigns during the holiday season. Hundreds of children participated in the research across the country.

“An incredible array of personalities. We were so excited and felt really privileged to have such a big turnout, ”said Masilun.

A panel is meeting this week at Charlotte’s office to review the audition videos and help choose the “chief narrator.”

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