Simba Toys

Name

Simba Toys

Legal name

SIMBA-DICKIE-Vertriebs-GmbH & Co. KG

Website

https://simbatoys.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Toys & Games

NAICS

Doll, Toy, and Game Manufacturing (339930), Hobby, Toy, and Game Retailers (45912), Doll, Toy, and Game Manufacturing (33993), Hobby, Toy, and Game Retailers (459120)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Retail-Hobby, Toy & Game Shops (5945), Dolls & Stuffed Toys (3942)

akta.pro primary industry

Traditional Toy Stores (CRALAFAA)

akta.pro secondary industries

Dolls, Plush & Action Figures Retail (CRALAFAD), Collectibles, Trading Cards & Blind Box Toys Retail (CRALAFAI)

Keywords

• Toy manufacturing
• Children's toys
• Licensed character toys
• Plush dolls
• Building block toys

Headquarters

HQ city

Fürth

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Direct sales to consumers through simbatoys.com online store with product sales across 14+ brands and 9,000+ items. Revenue generated from one-time product purchases with pricing ranging from approximately €1.99 to €37.99.
2. Retail/B2B Distribution: Distribution through third-party retailers and their separate retailer shop (shop.simba-dickie.com), selling bulk or wholesale to other retailers.
3. Licensing Royalties: Revenue from licensing their owned brands (Steffi LOVE, ABC, Glibbi, Chi Chi Love, etc.) and licensed properties (Disney, Peppa Pig, Fireman Sam, Super Mario, Care Bears, etc.) to manufacture and sell toys.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Simba Toys manufactures and distributes a portfolio of children's toys and games across 14 proprietary and licensed brands and over 9,000 items, spanning dolls, plush toys, construction toys, creative play products, bath toys, and licensed character merchandise. The company sells directly to consumers through its online shop (simbatoys.com) and supplies retailers via a separate B2B platform (shop.simba-dickie.com), with global shipping to 75+ countries. Revenue is generated through one-time product sales and licensing royalties from both owned brands (Steffi LOVE, ABC, Glibbi, Chi Chi LOVE, Scout, Blox) and licensed properties (Disney, Peppa Pig, Fireman Sam, Super Mario, Care Bears).

Product overview

Simba Toys operates as an official manufacturer online shop and distribution company for a portfolio of 14 brands with over 9,000 toy products. The core offering centers on the Simba Toys e-commerce platform which distributes their proprietary brands (Steffi LOVE dolls, ABC educational toys, Blox building blocks, Glibbi bath toys, Scout explorer toys, Gootastic slime, Aqua Gelz crafting kits, Chi Chi LOVE plush) alongside licensed partner brands (Disney, Peppa Pig, Fireman Sam, Super Mario, Care Bears, Rosenbauer). The portfolio spans multiple toy categories including dolls and accessories, soft toys and plush animals, paint and craft supplies, construction toys, baby and toddler toys, bath toys, musical instruments, role-play costumes, beach and water toys, kids games, outdoor toys, and explorer sets. Simba DICKIE Group, headquartered in Fürth Germany, manages these brands through its retail and wholesale distribution channels.

Differentiator

Problem solved

Functional benefit

Brands

• Steffi LOVE: Doll brand featuring a fashion doll line
• ABC
• Glibbi
• Chi Chi LOVE
• Kawaii Pups
• Blox
• Squeezlings
• Gootastic
• Fluffyfly
• Scout
• Aqua Gelz
• Art & Fun
• Doodle N Dip
• Fidi Bat
• KiKANiNCHEN
• Laura
• Fireman Sam
• Super Mario
• Peppa Pig
• Care Bears
• Disney
• My Mario
• Rosenbauer
• Secret Notes
• My Music World
• Planet Fighter
• Spongebob Squarepants
• Miraculous
• Mia & Me
• Pamper Petz
• Squap
• Pet Zoo
• Waterzone
• New Born Baby
• Evi LOVE
• Squeezlings
• Flying Zone
• Bounzyball
• Nature World
• Stampy
• Bubble Fun
• Bobo Dormouse
• Androni

Products and services

• Simba Toys Official Online Shop

Quantifiable outcome

• Products tested internally and by independent institutes for safety and quality compliance

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature4 records

Partnerships

One partnership is on record.

• DHLminorOthersShipping and logistics partner for order fulfillment. DHL Premium shipping used for customer deliveries with twice the speed of DHL Economy. Delivery to 75+ countries worldwide.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• LEGO Group: Dominant construction-toy manufacturer and Simba's primary competitor in the building-block category. Simba's Blox line is explicitly positioned as interoperable with LEGO-style systems, making this a direct head-to-head in the construction-toy aisle.
• Ravensburger: German game and puzzle maker with direct overlap in Simba's Noris Spiele, Zoch Verlag, and Schipper ranges. Comparable family-owned European manufacturer with strong board-game and puzzle IP.
• Hasbro: Global toy and game conglomerate with a comparable multi-category portfolio (dolls, action figures, board games, licensed IP). Direct overlap with Simba's dolls, games, and licensed product lines, though at vastly larger scale and with stronger IP ownership.
• Spin Master: Canadian toy and entertainment company producing games, dolls, and licensed toys. Comparable multi-category structure with strong licensed IP partnerships and innovation in interactive/connected toys — a direct peer in scale and go-to-market.
• Mattel: World's largest toy company (Barbie, Hot Wheels, Fisher-Price). Direct competitor across dolls, plush, vehicles, and licensed IP. A scaled incumbent whose brand and IP ownership create structural advantages over Simba's licensee model.
• MGA Entertainment: Private toy maker behind Bratz, LOL Surprise, and Little Tikes. Closely comparable business model: doll-driven portfolio, blind-box collectibles, licensed IP, and aggressive price-pointing — directly competitive with Steffi LOVE and Kawaii Pups.
• Schleich: German figurine and play-set manufacturer with similar heritage positioning, premium-pricing on physical figures, and licensed IP partnerships (e.g., DC, Harry Potter). Comparable scale and target demographic.
• Playmobil (Brandstätter Group): German family-owned figure and playset maker with comparable mid-tier positioning, family ownership structure, and licensed partnerships (e.g., Marvel, Disney). Closely aligned in scale and geographic mix.

Emerging players

• Tonies: German interactive audio-toy company offering a screen-free digital listening system for children. Represents the emerging connected-toy category where Simba currently has limited disclosed presence, making it a relevant forward-looking comparable.

Regional players

• Giochi Preziosi: Italian toy manufacturer and licensee with a comparable multi-brand, licensed-IP, mid-tier structure. Operates as a regional peer concentrated in southern Europe with similar product mix and price points.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/simbatoys_india
• Facebookfacebook.com/simbatoysgermany

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries13 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 Toys