While most male characters Schleich produced are soldiers or gladiators, most female characters are fairies. When looking at the Schleich catalogue from 2012, in which The Dragon Rider was released, one can see the differences between male and female characterisation clearly. So, the company constructs gender by dividing and creating different expectations for boys and girls (Wagner-Ott, 2002). Unsurprisingly, the female figures are wearing colourful dresses that are crested with glitter and flowers. The girls are accompanied by small animals, holding books, flowers, or instruments whilst most male characters carry swords and wear armour from head to toe.
The advertisement Schleich marketed to girls consists of fairy castles, which are supposed to "enchant" the girls due to the possibility of decorating it variously. Additionally, they market the toys for girls to be fashionable with changing accessories.
With the different colour palettes, accessories, and characteristics of female and male characters, Schleich pushes heteronormative and binary perceptions of gender (Wagner-Ott, 2002). Further, girls are assumed to be the “gentler sex”, which makes toy creators produce heart-tender figures for girls (Wagner-Ott, 2002). This can be seen through the female Schleich fairy taking care of a baby. She is described as gentle and happy to be a mother (Schleich Iloris & Leolynn, n.d.). Besides, a fairy wedding between a muscular man and a thin blonde woman is promoted to girls.
Further, the fairies are portrayed as peaceful folk that is protected by male warriors. For instance, In the Bayala book The Song of Friendship, the fairy princess is accompanied by male warriors on her adventures to ensure her safety (Kreß, 2011). Although the fairy princess is described as heroic, she is dependent on the protection of male figures (Kreß, 2011). Therefore, Schleich toys represent different standards for girls than boys.