Toy Manufacturer Schleich Places Trust in Linz-Based CELUM Software

Making Digital Asset Management Child's Play

Schleich, one of Germany’s largest toy manufacturers, uses CELUM / Image source: CELUM / Schleich
(PresseBox) ( Linz, )
Schleich, one of Germany’s largest toy manufacturers and internationally leading provider of toy figures, has placed their trust in CELUM software.This traditional company has over 500 famous play figures and play sets in their range, and sells these in more than 50 countries. In order to collect, manage and share digital assets such as product photos, videos and sales documents with internal and external users, Schleich has recently started to use this Linz-based company’s digital asset management (DAM) solution. The implementation partner was German CELUM Preferred Partner hoerl Information Management GmbH.

Schleich uses the CELUM solution internationally for content in at least 9 languages. The software is used to manage 7,000 digital files that are used across various different channels and applications. The online shop takes images and product information from the DAM system. In the near future, content for print products such as Schleich product catalogues will also be taken directly from the CELUM software. E-cards, colouring pages and social media content are also managed via the CELUM software.

What’s special about the solution used at Schleich is that product information management is also displayed via the software - so data from a PLM/PDM system are integrated into and managed via the digital asset management system alongside digital assets.

“We were looking for a solution that we could use to secure and maintain our marketing-relevant product information and in which we could directly integrate comprehensive product information. We also had to be able to record future channels with the system. After an evaluation phase, we opted for CELUM and hoerl Information Management GmbH and the first few weeks of live operation have confirmed that this was the right decision,” said Markus Hölderle, Head of Digital Marketing at Schleich.

The system is fed by internal and external data providers that upload images, documents and videos via an inbox concept. Selected employees check the data for quality, maintain meta data and classify the contents. The contents are then managed by an administrator and five data stewards, who decide what content will enter the system and how this should be organised.

“Assets are much more than just digital files. This content takes a lot of effort to produce, is very valuable to a company or brand, and would cost a lot of money to reproduce if lost. Therefore, careful management is indispensable,” stated Michael J Kräftner, founder and CEO of CELUM. “Like so many others, I grew up with Schleich animals, so I’m even more pleased that the company is using our solution to manage their valuable digital content.”

Case study talk: Markus Hölderle, Head of Digital Marketing at Schleich, will provide deeper insight into the use of CELUM digital asset management at the toy manufacturer on Thursday the 13th of July. The webinar begins at 4pm.

Register for the webinar at

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