Schleich USA Inc., the German toy company that has its U.S. headquarters in Charlotte, is expanding by adding 150- to 250-square-foot Schleich shops inside toy stores.

Friedrich Schleich founded Schleich in Schwäbisch Gmünd in 1935. Today, the company is one of Germany’s largest toy manufacturers and a leading international supplier of realistic animal figures.

Schleich toymaker, US headquarters in Charlotte, has a new brand ambassador and he’s 8 years old. The Chief Storytelling Officer will appear in company videos.