Schleich USA is ending its 85th anniversary year on a high note with a massive Times Square billboard in New York City.

The colorful creation spotlights imaginative stories from fans all over the world, as well as new photos from toy photographer Mitchel Wu

Schleich’s anniversary celebrations began at Toy Fair New York earlier this year when the animal figurine manufacturer entreated toy lovers across the globe to submit their own photos or videos of their creative playtime experiences for the chance to appear on a Times Square billboardFollowing a public vote and more than 5,000 entries, 7-year-old Paxton from Missouri, 13-year-old Addison from California, and 7-year-old JoJo from Maryland were named the winners of the contest

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Unable to fly the three winners out to New York City, Schleich held a virtual viewing party to unveil the billboard and celebrate the winners, which was hosted by Patti Murin, who originated the role of Anna in Frozen on Broadway. Schleich fans danced, sang, and celebrated the magic of toys from the comfort of their homes.

Fans can watch a livestream of the billboard and a recording of the viewing party on Schleich’s Instagram and Facebook pages. 

About the author

Julia Fields

Julia Fields

Julia is an Editorial Intern at the Toy Insider, the Toy Book and the Pop Insider and is excited to start immersing herself in the toy industry through a journalistic background. Familiar with fandoms since her Tumblr days, Julia can constantly be found wistfully thinking about celebrity gossip, the Chrises of the MCU, outlandish conspiracy theories, and really good coffee.