Simba Dickie Group
Simba Dickie Group is a family-owned German toy manufacturer and brand house operating ~20 owned brands (BIG Bobby Car, Smoby, Majorette, Märklin, Jada Toys, etc.) across 4,000+ products in all toy categories, with European manufacturing and global wholesale distribution.
- Company typePrivate
- Founded1981
- HeadquartersFürth, Germany
- Headcount1,001–5,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Simba Dickie Group does
Simba Dickie Group is a privately-held, family-owned international toy manufacturer headquartered in Fürth, Germany, with operating subsidiaries and distribution in France, Spain, Benelux, Poland, the UK, and the USA. The group operates a portfolio of roughly 20 owned brands spanning ride-on toys (BIG Bobby Car), outdoor play equipment (Smoby, EXIT Toys), die-cast vehicles (Majorette, Jada Toys, Schuco, Carson, Minimax), model railways (Märklin), dolls and plush (Corolle, Simba Toys, ChiChi LOVE), wooden toys (Eichhorn), board games (Noris-Spiele, Zoch), paint-by-numbers (Schipper), and school bags (Scout, Undercover/neoxx), collectively covering more than 4,000 stock-keeping units across all major toy categories. Manufacturing is conducted at owned facilities in Germany (Burghaslach, Sonneberg) and France (Lavans-lès-Saint-Claude, via Smoby), with additional capacity through acquired brands and licensed production. The company is self-described as the fifth-largest toy manufacturer in Europe.
Simba Dickie Group firmographics
Firmographics- Name
- Simba Dickie Group
- Legal name
- Simba Dickie Group
- Website
- https://simba-dickie-group.com
- Company type
- Private
- Founded year
- 1981
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Simba Dickie Group is a family-owned German toy manufacturer and brand house operating ~20 owned brands (BIG Bobby Car, Smoby, Majorette, Märklin, Jada Toys, etc.) across 4,000+ products in all toy categories, with European manufacturing and global wholesale distribution.
- Ownership category
- akta.pro rank
Simba Dickie Group industry classification
Industry- Product category
- Toy Manufacturing
- NAICS
- Doll, Toy, and Game Manufacturing (339930), Hobby, Toy, and Game Retailers (459120), Toy and Hobby Goods and Supplies Merchant Wholesalers (423920), Hobby, Toy, and Game Retailers (45912)
- SIC
- Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Dolls & Stuffed Toys (3942), Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- Traditional Toy Stores (CRALAFAA)
- akta.pro secondary industries
- Outdoor & Ride-On Toys Retail (CRALAFAC), Dolls, Plush & Action Figures Retail (CRALAFAD), Collectibles, Trading Cards & Blind Box Toys Retail (CRALAFAI), Traditional Toys Distribution (CRAOAMAA)
Keywords
Where Simba Dickie Group is headquartered
LocationHeadquarters
- HQ city
- Fürth
- HQ country
- Germany
- HQ region
- Europe
Offices5 records
Markets served
Simba Dickie Group business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Others
Revenue model
- Toy Manufacturing and Sales: Simba Dickie Group generates revenue by designing, developing, and selling toys across all major toy categories (vehicles, dolls, outdoor toys, games, model railways, plush, role-play) under a portfolio of owned brands and licensed properties. The group operates its own production facilities and logistics operations across Europe.
- Licensed Products: Revenue from licensed toy products including Star Wars (Jada Toys), BMW vehicles (Majorette), Scout school bags, Disney characters, Minecraft, Marvel, and other franchise-based products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Direct-to-consumer retail via online retailer shop |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Simba Dickie Group product offering
Product offeringCore offering
Simba Dickie Group designs, develops, manufactures, and distributes toys across all major categories — ride-on vehicles, dolls, outdoor play equipment, board games, model railways, die-cast and RC vehicles, plush, paint-by-numbers, school bags, and role-play toys — under a portfolio of more than 20 owned brands (BIG, Smoby, Majorette, Dickie Toys, Eichhorn, Corolle, Märklin, Noris-Spiele, Zoch, Schipper, Jada Toys, Carson, EXIT Toys, AquaPlay, Scout, Undercover/neoxx, ChiChi LOVE) and licensed franchises (BMW, Star Wars, Disney, Minecraft, Care Bears, Dino Ranch, Oggy Oggy). The group operates own manufacturing in Germany and France and sells through wholesale to toy retailers, its own DTC shop, and brand flagship retail.
Product overview
Simba Dickie Group is a family-owned international toy corporation operating as a modern brand family umbrella for diverse toy products. The portfolio comprises over 4,000 items spanning all product categories from A to Z for all age groups. Key brand families include: BIG (Bobby Car ride-on toys), Smoby (outdoor play equipment), AquaPlay (water toys), EXIT Toys (outdoor play structures), Dickie Toys (vehicles and playsets), Majorette (French die-cast cars), Simba Toys (dolls, plush, collectibles), Corolle (French dolls), Eichhorn (wooden toys and building sets), Märklin (model trains), Noris-Spiele and Zoch (board games), Schipper (paint-by-numbers), Jada Toys (die-cast and RC vehicles), Carson (RC models), Scout and Undercover/neoxx (school bags). The group also offers digital products including the Kid e Tales app for children's content. Products are distributed through international retail channels with presence at major trade fairs like Spielwarenmesse Nuremberg.
Differentiator
Problem solved
Functional benefit
Brands
- BIG: Outdoor toys including the famous Bobby Car ride-on vehicles
- Smoby
- Majorette
- Dickie Toys
- Eichhorn
- Noris-Spiele
- Zoch
- Schipper
- Corolle
- Carson
- Märklin
- Jada Toys
- EXIT Toys
- Simba Toys
- Scout
- Undercover
- AquaPlay
- ChiChi LOVE
- neoxx
- Kid e Tales
Products and services
- BIG Bobby Car Iconic children's ride-on car brand with over 50 years of history, offered in multiple versions including LED-equipped models and the resource-saving BIG Bobby Car Classic Life made from recycled plastic with nature-themed designs.
- Smoby outdoor play equipment French outdoor play brand including mud kitchens, mud houses, slides, and role-play toys built with UV treatment and sustainable materials; recognised for sustainability (Play for Change Sustainability Award 2024 and 2025).
- AquaPlay water play systems Modular water track systems for garden play combining sandpit robustness with water-play fascination; weatherproof and expandable.
- EXIT Toys outdoor play Durable outdoor toys including water slides, trampolines, and play structures focused on sustainability and responsible play; brand acquired by Simba Dickie Group in 2020.
- Dickie Toys vehicles and action playsets Vehicle toys, action playsets and pirate-themed multi-level play worlds aimed at young children; brand winner of the German Brand Award 2021.
- Majorette die-cast vehicles French brand of detailed 1:64 / 3-inch die-cast car models featuring licensed vehicles, classic icons and modern performance cars, with a flagship store at Europa-Park.
- Simba Toys dolls, plush and collectibles Diverse core line including Steffi LOVE dolls, ChiChi LOVE plush, and licensed character collections from Disney, Star Wars, Care Bears, Kawaii Pups blind packs, and YuYus Disney collectibles.
- Corolle dolls French doll brand known for characteristic vanilla-scented dolls, including the Ma Corolle line of dress-up dolls and Corolle Girls teen fashion dolls.
- Eichhorn wooden toys and building sets Traditional wooden toy brand offering wooden vehicles, building sets, and games of skill with high-quality, child-friendly materials.
- Märklin model railways Premium manufacturer of H0-scale model railway systems with detailed replicas, limited collector editions, and franchise tie-ins such as Jim Knopf.
- Noris-Spiele board and language games Board game publisher of language, educational, and family games; recipient of Austrian Game Awards.
- Zoch board games Board game publisher known for detailed and humorous game designs including award-winning titles such as Zicke Zacke Hühnerkacke.
- Schipper paint-by-numbers Paint-by-numbers kits made in Germany for over 50 years, featuring carefully designed motifs and high-quality materials.
- Jada Toys die-cast figures and licensed vehicles Die-cast figures, vehicles and RC models featuring licensed franchises including Star Wars, Disney, Marvel and Minecraft; brand ambassador: Fast & Furious actor Sung Kang.
- Carson radio-controlled vehicles Radio-controlled model vehicles including advanced brushless-motor, four-wheel-drive RTR models.
- Scout school bags School bag manufacturer combining heritage quality with modern designs, sustainable materials, and ergonomic details.
- Undercover / neoxx school bags and accessories School bags under the Undercover umbrella including the neoxx line; recipient of the Ergonomics Innovation Award and partner of Plastic Free Planet for ocean-cleanup initiatives.
- Kid e Tales Free digital app delivering original children's content produced internally by Simba Dickie Group, available via major app stores.
Companies that use Simba Dickie Group
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles2 records
Simba Dickie Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Simba Dickie Group partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- BMWcoreMajorette, the French die-cast vehicle brand owned by Simba Dickie Group, launched a whole series of detailed BMW models in the popular 3-inch (1:64) format under a BMW licensing partnership. The range covers classic icons to modern performance vehicles, targeting collectors, car enthusiasts and young car fans. This represents a significant brand extension for Majorette.
- Star Wars / Lucasfilm / DisneycoreJada Toys expanded its licensing portfolio to include Star Wars, one of the biggest brands in film history. To coincide with the upcoming film The Mandalorian & Grogu, Jada Toys launched a new Star Wars range featuring die-cast figures, vehicles and RC models. This brings action, collectible fun and nostalgia to children's bedrooms.
- Cloudco EntertainmentminorSimba Toys partnered with Cloudco Entertainment to bring the Care Bears (Troskliwe Misie) plush collection back in a new licensed collection. This is part of a broader licensing strategy for character plush toys.
- MediascaleminorSimba Dickie Group awarded its media budget to Mediascale in January 2023, beginning a new collaboration for media planning and buying services.
- KärcherminorSmoby Toys produced a selection of role-play toys in cooperation with Kärcher, the cleaning equipment manufacturer. The partnership involved branded cleaning toys leveraging Kärcher's well-known product design language.
- Bavaria Sonor LicensingminorBIG Bobby Car motifs were licensed to Bavaria Sonor Licensing for use on children's clothing, expanding the Bobby Car brand into the apparel licensing category.
- Dino RanchminorSimba Dickie Group became a license partner for Dino Ranch, a preschool TV series. The group developed a toy line based on the Dino Ranch property, expanding its preschool licensing portfolio.
- Oggy OggyminorMaster Toy partnership established for Oggy Oggy, developing a toy line based on the animated series. This represents another preschool IP licensing arrangement.
- Tessloff VerlagminorDickie Toys and Tessloff Verlag (publisher of the WAS IST WAS children's book series) created a joint product line combining toy vehicles with educational booklets, merging play and learning content.
- Undercover / neoxx with Plastic Free PlanetminorUndercover's neoxx brand partnered with the environmental organisation Plastic Free Planet for ocean cleanup initiatives, including a co-branded Instagram filter as part of World Oceans Day activities.
- EXIT ToyscoreSimba Dickie Group announced plans to acquire a majority stake in EXIT Toys in November 2020. EXIT Toys is an outdoor toy brand known for trampolines, playsets and garden toys. This acquisition expanded the group's outdoor toy portfolio significantly.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Simba Dickie Group competitors and assessment
Company assessmentDirect peers
- JAKKS Pacific: US publicly-listed toy maker specializing in licensed products. Closely comparable to Jada Toys' licensed die-cast/RC strategy with similar IP licensing dependencies (Disney, Marvel).
- MGA Entertainment: Private US toy maker behind Bratz, Little Tikes, and L.O.L. Surprise. Comparable multi-brand toy portfolio targeting similar children and collector demographics, also family-controlled.
- Ravensburger: German family-owned games and puzzles company. Closely comparable in board games/puzzles (Noris-Spiele, Zoch) and German Mittelstand family-ownership structure.
- LEGO Group: Privately-held Danish toy manufacturer dominating construction toys and a broad licensed portfolio (Star Wars, Disney). Directly comparable as a multi-category, family-controlled global toy company with strong brand equity.
- Spin Master: Canadian publicly-listed multi-category toy company (Hatchimals, Paw Patrol, Kinetic Sand). Most directly comparable business model: family of toy brands across categories with active licensing and global retail distribution.
- Schleich: Private German figure-toy manufacturer. Overlaps with Simba Dickie's doll/figure categories and shares European manufacturing heritage and family-ownership profile.
- Playmobil / Brandstätter Group: Private German toy manufacturer of figure-based play systems. Direct competitor in German-speaking markets with comparable category overlap (figures, role-play) and shared retail channels.
Broad incumbents
- Mattel: Public US toy giant owning Barbie, Hot Wheels, Fisher-Price, and UNO. Overlaps with Simba Dickie's die-cast vehicles (Majorette vs. Hot Wheels), dolls, and licensed franchise products at a much larger scale.
- Hasbro: Public US toy major with Nerf, Play-Doh, Transformers, and Magic: The Gathering. Comparable as a multi-brand toy portfolio operator with significant licensing (Marvel/Star Wars adjacent) and global distribution.
- VTech Holdings: Hong Kong-listed electronic and educational toy maker. Comparable as a multi-category children's product company with global distribution and overlap in learning/role-play toys.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Simba Dickie Group social profiles
Digital presenceSimba Dickie Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Simba Dickie Group leadership team
Management profileNumber of profiles
Profiles2 records
Simba Dickie Group subsidiaries and ownership
Company hierarchySubsidiaries5 records
Simba Dickie Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Simba Dickie Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Simba Dickie Group
What does Simba Dickie Group do?
Simba Dickie Group designs, develops, manufactures, and distributes toys across all major categories — ride-on vehicles, dolls, outdoor play equipment, board games, model railways, die-cast and RC vehicles, plush, paint-by-numbers, school bags, and role-play toys — under a portfolio of more than 20 owned brands (BIG, Smoby, Majorette, Dickie Toys, Eichhorn, Corolle, Märklin, Noris-Spiele, Zoch, Schipper, Jada Toys, Carson, EXIT Toys, AquaPlay, Scout, Undercover/neoxx, ChiChi LOVE) and licensed franchises (BMW, Star Wars, Disney, Minecraft, Care Bears, Dino Ranch, Oggy Oggy). The group operates own manufacturing in Germany and France and sells through wholesale to toy retailers, its own DTC shop, and brand flagship retail.
Is Simba Dickie Group a public or private company?
Simba Dickie Group is a private company. It is classified as family owned and is currently operating.
When was Simba Dickie Group founded?
Simba Dickie Group was founded in 1981. It employs 1,001 to 5,000 people.
Where is Simba Dickie Group based?
Simba Dickie Group is headquartered in Fürth, Germany, in the Europe region.
How does Simba Dickie Group make money?
Two revenue lines are on record. Toy Manufacturing and Sales are the primary driver. The others are licensed Products.
Who are Simba Dickie Group's main competitors?
Direct peers on record are JAKKS Pacific, MGA Entertainment, Ravensburger, LEGO Group, Spin Master, Schleich and Playmobil / Brandstätter Group. Broad incumbents are Mattel, Hasbro and VTech Holdings.
Does Simba Dickie Group have an API?
No public API is recorded for Simba Dickie Group.
What industry is Simba Dickie Group in?
Simba Dickie Group's product category is Toy Manufacturing. Its primary akta.pro industry code is CRALAFAA, Traditional Toy Stores, with a secondary code of CRALAFAC, Outdoor & Ride-On Toys Retail. Its NAICS code is 339930 and its SIC code is 3944.