The Simba Dickie Group is continuing its acquisition strategy. The US toy manufacturer Jada Toys has also recently joined the Group.

Jada Toys has made a name for itself above all in the growing licensing business. The product segments of the American toy manufacturer include numerous vehicle categories, in particular radio control, injection-moulded models, pre-school vehicles and injection-moulded figures. The company became known in the USA for its extensive portfolio of licensed products. These include toys from Fast & Furious, Marvel, DC Comics, Disney and Hello Kitty. A large part of sales therefore comes from the license business. With this takeover, the Simba Dickie Group wants to secure a foothold in the American market. Florian Sieber, Co-CEO of the Simba Dickie Group: “We are convinced that Jada’s excellent contacts on the American trade and licensor side will support us in leveraging international synergies and establishing an important pillar in the American market for the Simba Dickie Group. We also see future synergies in the production area, particularly with Dickie Toys, in the joint manufacture of products and the use of technologies.

Jada Toys products to be marketed via Simba Dickie Group sales network

The headquarters of Jada Toys is located in the film metropolis Los Angeles. Film studios such as Universal or Paramount are just as much a part of the city as the Hollywood dream factory. These contacts to the major film studios and licensors are an important asset for Jada Toys. The company itself expects the acquisition to expand its sales market. Bill Simons, CEO of Jada Toys, Inc.: “The acquisition of Jada Toys by the Simba Dickie Group is an enormous strategic step. Being a member of the Simba Dickie Group provides us with an important global platform for our manufacturing and licensing partners in no time at all.” It is planned to market Jada’s product lines through the Simba Dickie Group distribution network in Europe. Jada Toys has a similar structure to the Simba Dickie Group’s core companies. The markets are served by a sister company in Hong Kong. Its own division is handled by a core company in the USA.

Numerous foreign investments already in 2018

Foreign business is very important for Simba Dickie Toys. Last year, the international share of sales amounted to 75 percent. In addition, the Group invested heavily abroad. In addition to the Swedish entertainment company Ruta Ett AB and the French doll supplier Corolle, the company also acquired a third of the Swiss toy chain Franz Carl Weber. In addition, the new company SiSo Toys UK was founded in London.


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Link: Simba Dickie Group has acquired US toy manufacturer Jada Toys

Image: Simba Dickie Group