Schleich builds an AI-made 'Horse Club' video series
- Aug 13
- 2 min read
Updated: 4 days ago
German toy maker Schleich is producing a weekly 'Horse Club' video series using a custom-built AI pipeline, turning generative AI into an always-on content engine for one of its biggest kids' brands.
AI as a content factory
Schleich has developed a custom AI pipeline to create regular 'Horse Club' video episodes, giving one of its flagship children's worlds a steady stream of new content. Rather than a one-off stunt, the setup is designed for weekly, always-on output.
It is a notable example of a heritage toy brand using generative AI not to replace its products, but to keep the storytelling around them fresh and frequent — the kind of cadence traditional production could rarely afford.
Why frequency changes the game
Kids' attention lives on YouTube and short-form video, where relevance depends on constant new content. Producing episodic video the old way is slow and expensive; an AI pipeline lets a brand publish weekly without a blockbuster budget.
Our read at Marketing Minute: the real unlock of generative AI is not cheaper ads, it is content volume at a sustainable cost. Brands that build a repeatable pipeline can stay culturally present all year, not just at campaign moments — a decisive edge in categories that depend on fandom.
The caution and the opportunity
For children's brands, quality control and safety matter enormously; AI content must be carefully checked to protect a trusted name. Speed cannot come at the cost of brand safety.
Handled well, though, an owned AI content engine is a durable asset. It keeps a brand's characters alive between product launches and builds the everyday familiarity that turns toys into must-haves.
Quick FAQ
What is Schleich doing with AI?
Schleich has built a custom AI pipeline to produce a weekly 'Horse Club' video series, using generative AI as an always-on content engine for one of its flagship kids' brands.
Why produce content with an AI pipeline?
Episodic video the traditional way is slow and costly. An AI pipeline lets a brand publish frequently without a blockbuster budget, keeping it culturally present all year rather than only at campaign moments.
What are the risks for children's brands?
Quality control and brand safety are critical. AI-generated content aimed at children must be carefully checked so speed never compromises the trust a family brand depends on.
— Oliver Nikolla-Casado, International Markets Reporter at Marketing Minute
The takeaway: generative AI's biggest unlock is sustainable content volume — an owned pipeline keeps a brand culturally present all year, not just at campaign moments.
Could an owned AI content pipeline keep your brand present between campaigns?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: HORIZONT.
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Written by Oliver Nikolla-Casado, International Markets Reporter at Marketing Minute
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