Simba Dickie Group


The Simba Dickie Group is a German toy manufacturer founded in 1982 as Simba Toys. It is the fourth largest toy manufacturer in Germany.
The company's headquarters are located in Fürth with operations in Lavans-lès-Saint-Claude and Hong Kong. Over 70% of its turnover is generated through foreign market sales. The Simba Dickie Group has subsidiaries in 30 countries worldwide and 8 production facilities. They also make Nintendo plush toys of the Super Mario franchise.

History

The foundation stone for what would later become the Simba Dickie Group was laid in 1993 when the two companies Simba Toys and Dickie Toys merged.
Simba Toys was founded in 1982 by Fritz Sieber and his son Michael in Fuerth. Initially, the company primarily imported from the Far East.
Wolfgang Sauerborn had already founded the company, which was later renamed Dickie Toys, in 1971. This was taken over by Simba Toys after his death in 1993.
Over the years, more and more toy manufacturers and brands were acquired. Initially, only five people worked at Simba Toys. Today there are 2600 employees worldwide. The toy range comprises over 4,000 articles. In addition to Fürth, the company's headquarters are located in Langeais and Lavans-lès-Saint-Claude in France, Hong Kong, Doetinchem and California. In addition to production sites in various European and Asian countries, the Group has a global sales network.
Total turnover rose from 500 million euros in 2009 to 711.7 million euros in 2024.

Companies and brands of the Simba-Dickie-Group

  • Simba Toys: dolls, baby toys, children's household appliances and musical toys.
  • Dickie Toys : vehicles of all kinds. In addition to its own Carson brand, Dickie sells products under the Tamiya and Scalextric brands in Germany. The Tamiya-Carson brand includes distribution of radio-controlled vehicles and model aircraft as well as plastic model construction and car racing tracks.
  • Eichhorn : wooden toys.
  • Schuco : sheet metal vehicles and model vehicles mainly in the scales 1:90, 1:87, 1:43 and 1:32, mainly made of die-cast zinc.
  • Noris-Spiele : board games. This also includes Schipper Art&Crafts, which produces painting by numbers; and Zoch, a German games publisher.
  • BIG-Spielwarenfabrik : large plastic play equipment and outdoor play equipment.
  • Nicotoy : cuddly toys.
  • Smoby Toys : French toy manufacturer that previously owned Majorette and Solido.
  • Majorette : toy cars.
  • Solido : model cars.
  • Heros : wooden toys.
  • Märklin : model trains in I, H0 and Z sizes. This also includes LGB and Trix.
  • AquaPlay : water train systems.
  • Undercover : products for the start of school.
  • Zimpli Kids : British company, producing "Glibbi" bath additives for children.
  • Corolle : traditional French dolls.
  • Franz Carl Weber : Swiss specialist toy retailer.
  • Kid E Media : Swedish entertainment company Ruta Ett AB, which was renamed KID E MEDIA AB.
  • Jada Toys : US manufacturer of toy cars and collectible figures.
  • EXIT Toys : Dutch company for outdoor products.
  • Scout : brand name for school bags.