Simba Dickie Group
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| Company type | Private GmbH |
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| Industry | Toy industry |
| Founded | 1982 in Fürth, Bavaria, Germany |
| Founder | Fritz Sieber and Michael Sieber |
| Headquarters | Fürth, Bavaria, Germany |
Key people |
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| Products | Toys, model vehicles, dolls, plush, board games, outdoor play equipment |
| Revenue | €711.7 million (2024)[1] |
Number of employees | 2,600 |
| Website | www |
The Simba Dickie Group (SDG) is a German, family-owned toy manufacturer founded in 1982 as Simba Toys. It is among the top five toy manufacturers in Europe by sales and is considered one of the largest family-owned toy companies in the global industry.[citation needed]
The group’s portfolio covers nearly all toy categories for all age groups, with over 4,000 active products. Its best-known brands include the BIG Bobby Car, playhouses from Smoby Toys, Steffi Love dolls from Simba Toys, wooden blocks from Eichhorn, and die-cast cars from Majorette and Dickie Toys. Through Jada Toys, the group has also built a strong presence in the U.S. collectibles market. The corporate philosophy is summarized in the motto: *“We love to make toys”*, guided by principles of consumer focus, integrity, sustainable success, and diversity.[citation needed]
History
[edit]Simba Toys was founded in 1982 by Fritz Sieber and his son Michael in Fürth, initially focusing on imports from Asia. In 1993, Simba acquired Dickie Toys, founded in 1971 by Wolfgang Sauerborn, marking the creation of the Simba Dickie Group.
From its beginnings with just five employees, SDG has grown into a multinational group with approximately 2,600 employees worldwide. Its headquarters remain in Fürth, but the company also maintains offices and facilities in France, Hong Kong, the Netherlands, the United States, and other markets.
Operations and manufacturing
[edit]SDG emphasizes visionary product development supported by professional expertise and advanced production technologies. The group owns and operates specialized manufacturing sites in **Germany, France, Spain, Hungary, Great Britain, Thailand, and Madagascar**, with additional facilities in **China**.[2]
- In France (Jura), Smoby Toys produces about 75% of its toys in facilities including Lavans-lès-Saint-Claude and Arinthod.
- In Thailand (Pathum Thani), Majorette produces die-cast vehicles at a 13,000 m² site employing around 600 people.
- In Germany (Burghaslach), BIG-Spielwarenfabrik manufactures the BIG Bobby Car and other heavy-duty plastic toys under “Made in Germany” standards.
Overall, SDG operates around 30 sites worldwide, including seven main production facilities.
Acquisitions and investment strategy
[edit]Since the 1990s, the Simba Dickie Group has expanded steadily through acquisitions. Unlike short-term investment strategies, the group focuses on acquiring companies that complement its portfolio, integrating them for long-term synergies and building each brand into a sustainable success under family ownership.[citation needed]
Notable acquisitions include:
- Dickie Toys (1993) – vehicles and RC toys.
- Eichhorn (1998) – wooden toys.
- Schuco (1999) – collectible model cars.
- Noris-Spiele (2001) – board games and puzzles (expanded with Schipper Arts & Crafts in 2008 and Zoch in 2010).
- BIG-Spielwarenfabrik (2004) – outdoor toys, incl. Bobby Car.
- Nicotoy (2006) – plush toys.
- Smoby Toys (2008) – French outdoor and preschool toys.
- Majorette and Solido (2010) – die-cast and collectible cars.
- Heros (2010) – wooden construction toys.
- Märklin (2013, via Sieber & Sohn) – model trains (Märklin, LGB, Trix).
- AquaPlay (2014) – water playsets.
- Undercover (2015) – school supplies.
- Zimpli Kids (2017) – UK bath products.
- Corolle (2018) – French dolls.
- Kid E Media (2018) – Swedish media company.
- Jada Toys (2019) – U.S. collectible and license-driven toy manufacturer.
- EXIT Toys (2020) – outdoor play equipment.
- Scout (2024) – school bags.
Licensing partnerships
[edit]The Simba Dickie Group maintains licensing agreements with most of the world’s leading entertainment studios and automotive manufacturers. These collaborations allow the group to bring globally recognized characters, stories, and vehicles into toy form across plush, dolls, model cars, collectibles, board games, and outdoor play.
- Entertainment partners include all major brands such as **Disney**, **Pixar**, **Marvel**, **Star Wars**, **Nintendo**, **Universal Pictures**, **Warner Bros.**, **DreamWorks**, **20th Century Studios**, and **Paramount**.
- Automotive partners include all major vehicle brands such as **Porsche**, **Mercedes-Benz**, **Audi**, **Volkswagen**, **BMW**, **Lamborghini**, **Ford**, and many more.
Recent developments & recognition
[edit]Financial performance
[edit]In 2024, SDG reported consolidated turnover of €711.7 million, a 5.4% increase from the previous year. Nearly 80% of sales were generated in international markets, with growth in the U.S., France, and Benelux. Investments of €36 million were made in production and IT systems, with €40 million planned for 2025.[citation needed]
Product launches
[edit]At the International Toy Fair Nuremberg 2025, SDG introduced new products including lifelike dolls, interactive plush “magical butterflies,” RC vehicles, and board games. Majorette unveiled a refreshed brand identity, Scout marked its 50th anniversary with safety-enhanced school bags, and Simba Toys launched the “Fluffy Fly” plush and explorer sets.[citation needed]
Awards (recent excerpts)
[edit]The group and its subsidiaries have been repeatedly recognized for design, sustainability, and licensing excellence. Recent awards include:
- **EXIT Toys** – iF DESIGN AWARD 2025 for Yuki playhouses.
- **Smoby Toys** – Play for Change Award 2024 for the Smoby XL Slide, made with over 70% recycled material.
- **BIG-Spielwarenfabrik** – German Toy Award 2024 for “BIG Kraxxl – The Giant” climbing tower.
- **Simba Toys** – Disney Licensee Award 2024–2025 for Lilo & Stitch plush.
Governance
[edit]The group remains family-owned. In 2021, founder Michael Sieber transferred leadership to his son, Florian Sieber, who became CEO. In 2024, Moritz Duschl joined as CFO as part of the company’s generational succession plan.[3]
References
[edit]- ^ "Business development 2024 and outlook". Simba Dickie Group newsroom. 27 January 2025. Retrieved 29 August 2025.
- ^ "Development & production". Simba Dickie Group. Retrieved 29 August 2025.
- ^ "Facts & figures on the group". Simba Dickie Group. Retrieved 29 August 2025.