Schleich — Figurines and Play Sets

# Build brief — an original marketing website in the taste of Schleich

> Reference: https://www.schleich-s.com · UIDiscovery: https://uidiscovery.com/sites/schleich · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/schleich/full.webp) · [scroll video](https://uidiscovery.com/media/captures/schleich/preview.mp4)

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Schleich — same structure, rhythm and polish, entirely new identity and content.

## 2. Originality rules
- Build an ORIGINAL design for the user's own brand in the same *taste* as Schleich: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Schleich's logo, name, product imagery, illustrations, icons, screenshots or copy. Write new copy for the user's product.
- If the user hasn't said what their product is, ask first (or use clearly marked placeholders like [Brand], [Product], [Audience]).
- Reference screenshots are for looking at, not for embedding or tracing.

## 3. The taste, in short
- Schleich (schleich-s.com): Shopping marketing website, light, colorful.
- 13 sections: Content → Features → Content → Features → Content → Call to action → Features → Showcase → Footer.
- Spacing: about a screen per idea (median section ≈627px).
- Type: one family (VAG Rounded Next HH). Imagery: mostly photography, some typography with little or no imagery.

## 4. Page structure (top to bottom)

### 1. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (212px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Heading; Body copy.
- [Screenshot](https://uidiscovery.com/media/captures/schleich/s-01.webp)

### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (613px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Heading (~4 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “Meet the Fall Horse”
- [Screenshot](https://uidiscovery.com/media/captures/schleich/s-02.webp) · imagery: slot 1

### 3. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. Compact band (304px at 1440), page background; 1 image/graphic; no interactive controls.
- Slots: Section title (~5 words, like the reference); 3 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “Discover new schleich® POCKET SETS!”
- [Screenshot](https://uidiscovery.com/media/captures/schleich/s-03.webp) · imagery: slot 2

### 4. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (844px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Heading (~3 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “Shop playtime favorites”
- [Screenshot](https://uidiscovery.com/media/captures/schleich/s-04.webp) · imagery: slot 3

### 5. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. Half to one screen (760px at 1440), page background; 20 image elements (photo collage/gallery + small graphics); form with 30 fields, 20 links (link lists / navigation).
- Slots: Section title (~3 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Best Sellers”
- [Screenshot](https://uidiscovery.com/media/captures/schleich/s-05.webp)

### 6. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. Half to one screen (642px at 1440), page background; 60 image elements (photo collage/gallery + small graphics); form with 42 fields, 7 buttons (tabs, toggles or per-card actions), 21 links (link lists / navigation).
- Slots: Section title (~3 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Last Chance”
- [Screenshot](https://uidiscovery.com/media/captures/schleich/s-06.webp) · imagery: slot 4

### 7. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. Half to one screen (476px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Section title (~5 words, like the reference); 3 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “Color Magic Comes to Life”
- [Screenshot](https://uidiscovery.com/media/captures/schleich/s-07.webp) · imagery: slot 5

### 8. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (627px at 1440), page background; 36 image elements (photo collage/gallery + small graphics); form with 24 fields, 4 buttons (tabs, toggles or per-card actions), 12 links (link lists / navigation).
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Top Gifts”
- [Screenshot](https://uidiscovery.com/media/captures/schleich/s-08.webp) · imagery: slot 6

### 9. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. Half to one screen (476px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Headline (~5 words, like the reference); One sentence of support; Primary action.
- Topic (tone/length only — never reuse): “Ready to start getting rewarded?”
- [Screenshot](https://uidiscovery.com/media/captures/schleich/s-09.webp) · imagery: slot 7

### 10. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. Half to one screen (476px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Headline (~4 words, like the reference); One sentence of support; Primary action.
- Topic (tone/length only — never reuse): “Find the perfect gift!”
- [Screenshot](https://uidiscovery.com/media/captures/schleich/s-10.webp) · imagery: slot 8

### 11. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. Half to one screen (627px at 1440), page background; 36 image elements (photo collage/gallery + small graphics); form with 24 fields, 4 buttons (tabs, toggles or per-card actions), 12 links (link lists / navigation).
- Slots: Section title (~6 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Rare to Find, Fun to Keep”
- [Screenshot](https://uidiscovery.com/media/captures/schleich/s-11.webp)

### 12. Showcase — show the product (or the result) itself as proof.
- Layout: a large framed visual with a short caption or heading. Half to one screen (703px at 1440), own light band #ff8200; no images (type-led); 5 text links instead of buttons.
- Slots: Heading (~4 words, like the reference); Body copy; Text link action.
- Topic (tone/length only — never reuse): “The way you play”
- [Screenshot](https://uidiscovery.com/media/captures/schleich/s-12.webp)

### 13. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (720px at 1440), page background; 30 image elements (photo collage/gallery + small graphics); one primary button, 24 links (link lists / navigation).
- Slots: Brand mark + one-line description; 3–5 link columns; Newsletter or contact (optional); Legal row + social icons.
- Topic (tone/length only — never reuse): “Sign up and save!”
- [Screenshot](https://uidiscovery.com/media/captures/schleich/s-13.webp)

Inner pages also captured (Product, Sign up, Blog, Docs, Careers, Shop): https://uidiscovery.com/sites/schleich?view=pages

## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#f3f5f5` | page background | — |
| foreground | `#000000` | body text, headings | 19.2:1 |
| accent | `#ff8200` | primary buttons, links, highlights — sparingly | 2.3:1 ⚠ not for text; use as a fill with #111111 text (7.6:1) |
| surface | `#ffffff` | cards, inputs, alternate bands | text on it 21.0:1 |
| muted | `#ff0000` | secondary text, borders | 3.7:1 — borders / large text only |

Captured palette: `#f3f5f5` `#646464` `#ffffff` `#ff8200` `#ff0000` `#000000`. Section bands top→bottom: `#f3f5f5` → `#ff8200`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, warm) and proportions; swap the accent for the user's brand colour.

### Tokens
```css
:root {
  --background: #f3f5f5;
  --foreground: #000000;
  --accent: #ff8200;
  --surface: #ffffff;
  --muted: #ff0000;
  --font-heading: "Inter", ui-sans-serif, system-ui, sans-serif;
  --font-body: "Inter", ui-sans-serif, system-ui, sans-serif;
  --radius: 12px; /* calibrate from the screenshot */
}

/* Tailwind v4 — in globals.css after @import "tailwindcss"; */
@theme {
  --color-background: var(--background);
  --color-foreground: var(--foreground);
  --color-accent: var(--accent);
  --color-surface: var(--surface);
  --color-muted: var(--muted);
  --font-heading: var(--font-heading);
  --font-sans: var(--font-body);
}
```

### Typography
- Headings: **Inter** (Google Fonts) — reference uses VAG Rounded Next HH. “VAG Rounded Next HH” is likely a custom or licensed face. Inter is a neutral stand-in — pick a closer free match by eye from the screenshot.
- Body: same family — a single-family system; create contrast with size and weight, not a second face.
- Scale (starting point, sizes weren't measured — calibrate against the 1440px screenshot): display clamp(2.5rem, 5vw, 4.25rem), h2 clamp(1.75rem, 3vw, 2.5rem), h3 1.25rem, body 1rem–1.125rem / 1.6, small 0.875rem. Headings: tight tracking (-0.02em), line-height 1.05–1.15.

### Spacing & rhythm
Sections run ≈627px tall at 1440 (median; range 212–844px, captures cap at 1700px) — roughly a screen per idea. Start with 96–120px vertical padding per section on desktop and about two-thirds of that on mobile. The background changes 2 times down the page — use band changes to mark chapters. 8px spacing grid, 1200–1280px max content width, 24px (mobile) / 32–48px (desktop) gutters.

### Shape, depth & theme
Confident colour blocks — let full-bleed colour bands and big shapes carry the personality. Read exact corner radius, border and shadow treatment from the screenshots. Light-first; for a dark mode use a near-black (not #000) background, ~90% white text, lift surfaces with lightness not shadow, re-check the accent.

## 6. Imagery plan

Measured from 10 section screenshots: mostly **photography**, some typography with little or no imagery (light, warm, Shopping). Still glance at the linked screenshots to match the exact mood.

### Slot 1 · 2. Content → photography
- Photography, seen in the capture (animal, mammal, ungulates). (measured from the screenshot) Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/schleich/s-02.webp)
- **Stock** — “minimal store display”: [Unsplash](https://unsplash.com/s/photos/minimal-store-display?orientation=portrait) · [Pexels](https://www.pexels.com/search/minimal%20store%20display/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/minimal%20store%20display/?orientation=vertical)
- **Generate** — `Photograph: minimal store display. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #f3f5f5, #ff8200, #ffffff. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 2 · 3. Features → photography
- Photography, seen in the capture (grass, land, people). (measured from the screenshot) Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/schleich/s-03.webp)
- **Stock** — “hands opening package”: [Unsplash](https://unsplash.com/s/photos/hands-opening-package?orientation=landscape) · [Pexels](https://www.pexels.com/search/hands%20opening%20package/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/hands%20opening%20package/?orientation=horizontal)
- **Generate** — `Photograph: hands opening package. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #f3f5f5, #ff8200, #ffffff. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:3. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 3 · 4. Content → photography
- Photography, seen in the capture (people, adult, textile). (measured from the screenshot) Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/schleich/s-04.webp)
- **Stock** — “product flat lay neutral background close up”: [Unsplash](https://unsplash.com/s/photos/product-flat-lay-neutral-background-close-up?orientation=portrait) · [Pexels](https://www.pexels.com/search/product%20flat%20lay%20neutral%20background%20close%20up/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/product%20flat%20lay%20neutral%20background%20close%20up/?orientation=vertical)
- **Generate** — `Photograph: product flat lay neutral background close up. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #f3f5f5, #ff8200, #ffffff. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 4 · 6. Features → photography
- Photography, seen in the capture (animal, reptile, dinosaur). (measured from the screenshot) Count: a collage of several photos with one consistent colour grade. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/schleich/s-06.webp)
- **Stock** — “hands opening package close up”: [Unsplash](https://unsplash.com/s/photos/hands-opening-package-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/hands%20opening%20package%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/hands%20opening%20package%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: hands opening package close up. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #f3f5f5, #ff8200, #ffffff. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:3. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 5 · 7. Features → photography
- Photography, seen in the capture (tableware, utensil, bowl). (measured from the screenshot) Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/schleich/s-07.webp)
- **Stock** — “product flat lay neutral background wide shot”: [Unsplash](https://unsplash.com/s/photos/product-flat-lay-neutral-background-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/product%20flat%20lay%20neutral%20background%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/product%20flat%20lay%20neutral%20background%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: product flat lay neutral background wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #f3f5f5, #ff8200, #ffffff. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:3. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 6 · 8. Content → photography (uncertain)
- Shopping references lean on photography; 36 elements suggests icons/thumbnails mixed in. Count: a collage of several photos with one consistent colour grade. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/schleich/s-08.webp)
- **Stock** — “minimal store display wide shot”: [Unsplash](https://unsplash.com/s/photos/minimal-store-display-wide-shot?orientation=portrait) · [Pexels](https://www.pexels.com/search/minimal%20store%20display%20wide%20shot/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/minimal%20store%20display%20wide%20shot/?orientation=vertical)
- **Generate** — `Photograph: minimal store display wide shot. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #f3f5f5, #ff8200, #ffffff. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 7 · 9. Call to action → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: 1. Aspect: 21:9 (background). Look first: [ref 1](https://uidiscovery.com/media/captures/schleich/s-09.webp)
- **Stock** — “hands opening package wide shot”: [Unsplash](https://unsplash.com/s/photos/hands-opening-package-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/hands%20opening%20package%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/hands%20opening%20package%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: hands opening package wide shot. Composition: low-detail texture so overlaid text stays readable. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #f3f5f5, #ff8200, #ffffff. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 21:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 8 · 10. Call to action → photography
- Photography, seen in the capture (animal, mammal, ungulates). (measured from the screenshot) Count: 1. Aspect: 21:9 (background). Look first: [ref 1](https://uidiscovery.com/media/captures/schleich/s-10.webp)
- **Stock** — “product flat lay neutral background wide shot”: [Unsplash](https://unsplash.com/s/photos/product-flat-lay-neutral-background-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/product%20flat%20lay%20neutral%20background%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/product%20flat%20lay%20neutral%20background%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: product flat lay neutral background wide shot. Composition: low-detail texture so overlaid text stays readable. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #f3f5f5, #ff8200, #ffffff. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 21:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

- **No imagery (type-led)** — 1. Content, 5. Features: No imagery needed — type, spacing and colour do the work. If the screenshot shows a background graphic, rebuild it in CSS (gradient, grid, noise) or a short muted video, not a stock photo.
- **Icons** — 13. Footer: Use one open-source icon set at one stroke weight — Lucide, Phosphor or Heroicons (MIT) — tinted with the text or accent token. Social icons: Simple Icons.

### If the screenshots show a different style
Open the refs first and name what you actually see (photo / product UI / illustration / abstract gradient or 3D / type only). If it differs from the guess, switch routes — UI is built in code, type-only needs no image, otherwise:
- **abstract 3D / gradient** — generate `Abstract 3D render: soft, matte clay shapes and a smooth gradient in #ff8200 and #ff0000 on a #f3f5f5 background. Lighting: soft natural daylight, airy and high-key; warm tone. Minimal and calm, generous negative space on one side for text. Aspect ratio 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“abstract gradient 3d” on Unsplash](https://unsplash.com/s/photos/abstract-gradient-3d?orientation=landscape) (same query works on Pexels/Pixabay)
- **illustration** — generate `Flat vector illustration: product flat lay neutral background, friendly simplified shapes, limited palette of #f3f5f5, #ff8200, #ffffff plus one soft neutral, plenty of empty background, consistent line weight, warm mood. Aspect ratio 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“shopping flat illustration” on Unsplash](https://unsplash.com/s/photos/shopping-flat-illustration?orientation=landscape) (same query works on Pexels/Pixabay)

- **Licences:** Unsplash and Pexels images are free for commercial use under their own licences; Pixabay under the Pixabay Content License. Check each image's page before use, credit the photographer when asked (good practice anyway), and skip images showing logos, trademarks, branded products or identifiable people without a release.
- **AI generation:** the prompts work with any image model (GPT Image, Imagen, Flux, Midjourney, Firefly, SDXL…) — check its commercial-use terms. Never put the reference brand's name or “in the style of <brand>” in a prompt.
- **Never** download, trace or re-host the reference's own images, illustrations, product shots or logos.

## 7. Build steps
1. Confirm brand, product, audience and the primary action with the user.
2. Set up the tokens (CSS variables / Tailwind @theme) and load the fonts.
3. Build the sections in order, mobile-first, with each reference screenshot open.
4. Write original copy for every slot — match length and tone, never the words.
5. Source every image via the imagery plan (stock or generated); compress it and record credits.
6. Run the checklist at 390 / 768 / 1440px and fix what fails.

## 8. Acceptance checklist
- [ ] Responsive at 390px, 768px and 1440px — no horizontal scroll, tap targets ≥ 44px on mobile.
- [ ] Colour contrast WCAG AA: 4.5:1 body text, 3:1 large text and UI; visible focus states; full keyboard navigation.
- [ ] Semantic HTML: one <h1>, ordered headings, landmarks (header/nav/main/footer), labelled form fields, alt text on meaningful images.
- [ ] Performance: modern image formats with width/height set, lazy-load below the fold, ≤ 2 font families with font-display: swap, LCP < 2.5s.
- [ ] prefers-reduced-motion respected; animations under ~300ms and never blocking content.
- [ ] Originality: no copied logos, images, illustrations or copy from the reference; every image licensed or generated; credits recorded.

## 9. If you use Next.js + Tailwind
Paste the @theme block into globals.css, load fonts with next/font/google, make each section a server component in components/sections/, use next/image with explicit sizes, and keep client components for interactive bits only (menus, toggles, accordions).

---
More: tokens https://uidiscovery.com/api/v1/sites/schleich/tokens · kit https://uidiscovery.com/api/v1/sites/schleich/kit · MCP `get_design_brief({ slug: "schleich" })`, `get_image_plan({ slug: "schleich" })`. Cite the reference as https://uidiscovery.com/sites/schleich.