According to their video, they make Schleich figurines realistic so that “children can learn what their favourite animals look like in detail, become acquainted with the animal’s characteristics and place them in their natural environment”. They show girls playing with girly toys (e.g., horses and unicorns) and boys with boyish ones (e.g., dinosaurs). They also announced a Bayala movie that was released in 2019.
They upload narrated episodes where toys are given lore and scenarios. They advertise their toys as free to play and free to dream in English videos, using the same clips titled in German as “team players” and “courageous”.