Simba Dickie Group

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.

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

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

• Toy manufacturing
• Die-cast vehicles
• Outdoor play equipment
• Dolls and plush
• Board games

Headquarters

HQ city

Fürth

HQ country

Germany

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Others

Revenue model

1. 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.
2. 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

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core 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.

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• BMWcoreOEM/ Whitelabel/ Licensing Partner · 27 January 2026Majorette, 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 / DisneycoreOEM/ Whitelabel/ Licensing Partner · 27 January 2026Jada 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 EntertainmentminorOEM/ Whitelabel/ Licensing Partner · 27 January 2026Simba 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.
• MediascaleminorGTM or Marketing Partner · 19 January 2023Simba Dickie Group awarded its media budget to Mediascale in January 2023, beginning a new collaboration for media planning and buying services.
• KärcherminorOEM/ Whitelabel/ Licensing Partner · 4 October 2022Smoby 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 LicensingminorOEM/ Whitelabel/ Licensing Partner · 4 July 2022BIG 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 RanchminorOEM/ Whitelabel/ Licensing Partner · 9 June 2022Simba 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 OggyminorOEM/ Whitelabel/ Licensing Partner · 9 June 2022Master Toy partnership established for Oggy Oggy, developing a toy line based on the animated series. This represents another preschool IP licensing arrangement.
• Tessloff VerlagminorStrategic or Co-development Partner · 1 January 2022Dickie 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 PlanetminorStrategic or Co-development Partner · 1 January 2021Undercover'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 ToyscoreStrategic or Co-development Partner · 1 November 2020Simba 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

Direct 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

• LinkedInlinkedin.com/company/simba-dickie-group
• Instagraminstagram.com/simbadickiegroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Simba Dickie Group