Rebuilding the UK's Schleich and Papo specialist from the ground up
I was appointed by Toys & Learning Ltd to carry out a full site audit and lead a complete commercial transformation of the business, moving it from schleich.org.uk to a properly built dual-brand destination at toysandlearning.co.uk.
Toys & Learning had a genuinely strong trading position. Solid revenue, an exceptionally low return rate, and a loyal customer base across both the Schleich and Papo ranges. What it didn't have was a site built to reflect any of that. A technical crawl and a full review of Search Console, Google Ads and Shopify data confirmed a business undermined not by weak products or weak demand, but by broken foundations: product titles displaying as database slugs, structured data actively misrepresenting every product to Google, and a major revenue brand with no presence on the site at all.
The Brief
Toys & Learning needed a site that matched the quality of what it was selling and gave both brands room to compete properly.
Key objectives included:
- Correcting product data across all 800 lines so listings could be indexed and trusted
- Giving Papo, generating over a quarter of total revenue, a proper brand presence for the first time
- Moving off a domain built on someone else's brand name onto one the business owns outright
- Rebuilding structured data so it represents products accurately rather than working against them
- Reducing dependence on paid search by making organic listings worth clicking
- Delivering all of this in time for the November to December Christmas peak
My Approach
I started with a full technical crawl of the existing site alongside a manual audit across SEO, conversion rate optimisation and user experience, then cross-referenced the findings against twelve months of Google Search Console, Google Ads and Shopify data to build a complete commercial picture.
From there, the transformation covered:
- A custom theme design and build, designed around two equal brand pillars rather than one
- Logo design
- A dual-brand architecture giving Schleich and Papo their own landing pages, navigation and identity
- A mega navigation structure, including a cross-brand Collections strand organised by theme
- A full product data overhaul across all 800 products, sourced properly from Schleich and Papo trade resources
- Structured data rebuilt from scratch across every product and collection page
- A domain migration to toysandlearning.co.uk with full 301 redirect mapping and SEO protection
- Review collected by Judge.me, where previously none were requested.
- Brand and category landing page content, plus initial blog content to support both
The Result
The new site gives Toys & Learning a domain it owns outright, a catalogue Google can index and rank properly, and a Papo brand that finally has somewhere to live. Products are named correctly. Structured data represents the business accurately. The homepage no longer carries traffic it was never built to convert.
The transformation was timed to be live in good time for the site's most important trading period, giving search engines the runway needed to crawl, reindex and surface improved listings before the Christmas peak. Beyond the immediate performance gains, the business now has a properly structured asset: clean product data, correct measurement, and a domain built to accommodate future growth rather than one borrowed from a manufacturer's name.
Interested? Get in touch
If your site is carrying similar problems, product titles that don't read properly, a brand with real revenue but no presence, a domain that doesn't match the business, get in touch. I'll tell you honestly what I find.
