Ring-a-ling … it’s (almost) Christmas time in the city.

Few things go together like New York City and the holiday season. Schleich is celebrating both — and its big 85th anniversary — with the Your Imagination Up in Lights Contest, which will show off some kids’ creations in the heart of Times Square this December.

Between today and Oct. 11, kids can submit a minute-long video that shares a creative tale using Schleich figures and playsets. Ten videos will be chosen by Schleich’s Instagram followers and each will receive a $100 Schleich prize package. For the best three, their ideas will be brought to life with the help of toy photographer Mitchel Wu. All three photos will be featured on Schleich’s billboard in December.

“Our goal this year has been to remind grown-ups just how magical a child’s imagination can be,” says Annie Laurie Zomermaand, the chief commercial officer for Schleich USA. “There’s no better place to cap off our 85th year with a Schleich lion’s roar than in Times Square!”

Interested families can head here to enter and check out the video below for more info.