Schwäbisch Gmünd, Baden-Württemberg, Germany, December 2025 — Schleich has announced the appointment of Tanja Hiery as Sales Director DACH, effective 1 January 2026. In her new role, Tanja Hiery will take responsibility for the strategic and operational development of sales across Germany, Austria, and Switzerland, strengthening the company’s market presence in one of its most important regions. pasted
Tanja Hiery joins Schleich from Jumbo Spiele, where she most recently served as General Manager DACH, holding full P&L accountability and leading strategy, innovation, and overall business performance across a diverse portfolio of toys, games, and puzzles. During her tenure, she played a key role in driving growth initiatives, building agile and high-performing teams, and supporting business integration within the wider group structure. pasted
Prior to this, Tanja Hiery held the role of Sales Manager DACH at Jumbo Spiele, where she led regional sales teams, strengthened key account relationships, negotiated annual trade terms, and designed customer-focused sales processes and pricing strategies to deliver sustained revenue and profit growth across the region. pasted
Her career spans over two decades in the toy industry, including a long and impactful tenure at BIG Spielwarenfabrik GmbH & Co. KG, where she served as Sales Director and earlier as Key Account Manager Germany. In these roles, she was responsible for customer acquisition, key account management, budgeting, product line planning, price calculations, and close cross-functional collaboration, contributing significantly to the company’s commercial success in domestic and international markets. pasted
Commenting on her new role, Tanja Hiery said:
“I am very much looking forward to actively shaping the further development of Schleich in the DACH market. Schleich is a strong, popular brand that has delighted children for decades. My goal is to further strengthen the brand presence in the region, expand retail partnerships, and provide new impetus for successful market growth.”
About Schleich
Founded nearly 90 years ago, Schleich is committed to giving children more than just the joy of playing. Renowned for its high-quality figurines and playsets, the company combines heritage craftsmanship with a strong vision for the future, inspiring imagination and storytelling for generations of children worldwide.
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