Every time I see them at the store, Schleich’s (mouthful huh?) toys stop me, grab me, and suck me in. I stay until I’ve picked up and given a 360 degree rotation to each toy in the display. These aren’t necessarily ‘action figures,’ many of them don’t allow for movement. In a way, they are almost like plastic statues or mini-sculptures (if I keep thinking like this, I can go ahead and buy a ton of them for myself).

I was thrilled the other day while in my Schleich-trance at an amusement park to find a little slot on the display with copies of Schleich’s complete catalogue. I was immediately stricken: the design of the catalogue was just as subtle, detailed, and enticing as the design of the toys. In fact, I had never seen a toy catalogue quite like it. The ones I’m used to seeing are bright, oversaturated and bursting at the seams with round fonts, glowing colors, and dancing figures.

One of my favorite things about the catalogue is the use of a strong geometric grid, but there are several points in the design that I like to refer to as design syncopation. Syncopation, as used to describe graphic design, is similar to the word’s use in music: you are taking a structured system and manipulating, or doing the unexpected, at certain points to add interest and rhythm. Some of these items are pointed out on the image notes.

Click the images below to see the full-sized versions.