page_title: Filly (toy)
section_title: History
hierarchical_section_title: Filly (toy) / History
caption_attribution_description: English: This picture represents the two creators of both the Filly brand and Filly Funtasia, Jacob and Henrik Ranis Andersen.
context_page_description: Filly is a Hong Kong-based toy franchise developed by Dracco Company. The franchise was founded by Jacob and Henrik Andersen, with further development and designs provided by Tine Norbøll. The target group is primarily girls aged around four to seven years.
context_section_description: Before creating Filly, the Cantonese toy company Dracco had already developed other types of collectible and play figures (such as Predasaurs and Dracco Heads). The company was founded in 1997 by Danish brothers Jacob and Henrik Ranis Stokholm Andersen. In 2000, the company moved its headquarters from Denmark to Hong Kong, primarily because of its proximity to the preferred production facilities for toys in Asia, especially in China.
  In 2006, the company created Filly, and at the time the Mexican illustrator hired by the Andersens, Carlos Ignacio del Alto Vargas, created and designed the looks of the fillies according to what the Andersens had in mind. Tine S. Norbøll also helped to develop the brand. The company has worked with Simba Dickie Group from the beginning, and Simba initially handled marketing for the Filly brand, an arrangement that lasted until January 2014. Dracco designed the first Fillys as simple collectible play figures. In the following years, the concept was expanded over several series with one topic per each. An extensive merchandising system was also set up based on the figures.
  In Germany, the franchise was highly popular. More than 20 million Fillys were sold from 2007 to 2011, including more than 6 million in 2010, and 8 million in 2011. By 2012, the number of Fillys sold had increased to over 25 million, and by mid-2013 there were already around 60 million sold worldwide.
  
  In early January 2014, Simba broke their licensing agreement with Dracco. The deal between Universal Trends and Dracco also came to an end on October 1, 2014, and toy distribution would then be handled by Dracco Deutschland GmbH. In early 2015, Tine quit working with Dracco. On July 4, 2017, Dracco secured a lasting deal with Goliath Toys. On March 11, 2019, an animated TV series based on the Filly brand, Filly Funtasia, would air after being years in development.
caption: Jacob and Henrik Andersen, the founders of the Filly brand.
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