Simba Dickie Group

The Simba Dickie Group is a prominent German toy manufacturer, originally founded in 1982 as Simba Toys. Today, it ranks as the fourth-largest toy manufacturer in Germany, known for its slogan, "We love to make toys."
Headquartered in Fürth, Germany, the company operates globally, with key locations in Lavans-lès-Saint-Claude (France) and Hong Kong. Over 70% of the Group's turnover is generated through international markets. The Simba Dickie Group has subsidiaries in 30 countries and operates 8 company-owned production facilities across France, Italy, Germany, Thailand, Spain, and the UK.
The Group is a major player in the plush toy sector, recognized as one of the largest plush manufacturers in Europe. They are the exclusive Disney plush partner for Europe, producing a range of high-quality plush toys based on popular Disney franchises. Additionally, Simba Dickie holds numerous licenses, including Nintendo, for which they produce plush toys based on the iconic Super Mario franchise, among others.
Beyond plush toys, Simba Dickie’s expertise extends across a wide array of categories, including arts and crafts, board games, and outdoor toys, making them a true multi-category toy manufacturer with a diverse portfolio of over 20 brands.
With more than 2,700 employees worldwide, the Simba Dickie Group achieves annual sales of approximately $750 million. The company’s expansive operations, innovative product offerings, and global reach solidify its position as a leader in the toy industry.
The Simba Dickie Group, a leading player in the global toy industry, was founded in 1993 through the merger of two renowned companies: Simba Toys and Dickie Toys. Headquartered in Fürth, Germany, the Group has grown into one of the largest and most influential toy manufacturers worldwide, and it remains one of the biggest family-owned companies in Europe.
Simba Toys was established in 1982 by Fritz Sieber and his son Michael in Fürth. Initially, the company focused on importing toys from the Far East, but it quickly became known for high-quality, innovative products. Dickie Toys, founded by Wolfgang Sauerborn in 1971, was a pioneer in the toy industry, specializing in vehicles, remote-controlled toys, and action figures. After Sauerborn's death in 1993, Simba Toys acquired Dickie Toys, thus expanding its presence and expertise in various toy categories.
Since its founding, the Simba Dickie Group has strategically acquired numerous toy manufacturers and brands, strengthening its market position and expanding its product portfolio. Today, the Group boasts more than 4,000 products, which range from model vehicles and remote-controlled toys to action figures and educational toys. These products are distributed across over 100 countries under well-known brands such as Simba Toys, Dickie Toys, Jada Toys, Majorette, BIG (Bobby Car), Smoby Toys, Eichhorn, and many more. The company’s products cater to a wide range of age groups and interests, solidifying its global presence in the toy industry.
What began with just five employees has grown into a global organization employing over 2,600 people across its worldwide operations. In addition to its German headquarters in Fürth, the Group has regional offices in Langeais and Lavans (France), Hong Kong, Doetinchem (Netherlands), and California (USA). With production sites in multiple European and Asian countries, the Group has an extensive global sales network, ensuring that its products reach every corner of the world.
As a German company, the Simba Dickie Group takes pride in its deep-rooted commitment to quality, innovation, and sustainability. The company invests significantly in research and development, creating toys that inspire creativity and foster learning. This dedication to high-quality manufacturing and its robust market presence has resulted in impressive growth, with total turnover increasing from 500 million euros in 2009 to 711.7 million euros in 2024.
The success and growth of the Simba Dickie Group serve as a testament to its resilience, adaptability, and the values upheld by the Sieber family, which continues to lead the company. The Group’s unwavering commitment to safety, innovation, and the joy of play has helped solidify its position as a global leader in the toy industry.
- Simba Toys: Production and distribution of dolls, baby toys, children's household appliances and musical toys (e.g. Steffi Love, Madeleine and My Musik World)
- Dickie Toys (acquired in 1993): Production and distribution of vehicles of all kinds. In addition to its own Carson brand, Dickie sells products under the Tamiya (since 1986) and Scalextric brands in Germany
Tamiya-Carson: Distribution of radio-controlled vehicles and model aircraft as well as plastic model construction and car racing tracks
- Eichhorn (acquired in 1998): Production and distribution of wooden toys
- Schuco (acquired in 1999): Production and distribution of sheet metal vehicles as well as miniature models of vehicles mainly in the scales 1:90, 1:87 (H0), 1:43 and 1:32 (nominal size 1), mainly made of die-cast zinc
- Noris-Spiele (acquired in 2001): Production and distribution of board games. This also includes:
Schipper Art&Crafts (acquired in 2008): Painting by numbers
Zoch (acquired in 2010): German games publisher
- BIG-Spielwarenfabrik (acquired in 2004): large plastic play equipment and outdoor play equipment (e.g. Bobby Car)
- Nicotoy (acquired in 2006): Cuddly toys
- Smoby Toys (founded in 2008): French toy manufacturer that previously owned Majorette and Solido
- Majorette (acquired in 2010): Manufacturer of toy cars
- Solido (acquired in 2010): Manufacturer of model cars
- Heros (acquired in 2010): Manufacturer of wooden toys
- Märklin (acquired by Siso= Sieber&Sohn in 2013): Manufacturer of model trains in I, H0 and Z sizes This also includes:
LGB: Garden railroad in nominal size IIm
Trix: model railroads in the H0 and N nominal sizes
- AquaPlay (acquired in 2014): Manufacturer of water train systems
- Undercover (majority stake acquired in 2015): Products for the start of school
- Zimpli Kids (2017 2/3 majority shareholding): The British company produces the "Glibbi" bath additives for children.
- Corolle (acquired in 2018): traditional French doll manufacturer
- Franz Carl Weber (acquired in 2018, 50% stake from 2019, sold in 2023): Swiss specialist toy retailer
- Kid E Media (2018 majority stake): Swedish entertainment company Ruta Ett AB, which was renamed KID E MEDIA AB
- Jada (acquired in 2019): US manufacturer of toy cars and collectible figures
- EXIT Toys (majority stake acquired in 2020): Dutch company for outdoor products
- Scout (acquired in 2024): brand name for school bags