Simba acquires Jada Toys

The European toy giant accelerates its growth in American market with acquisition of the LA-based licensed toy specialist

Written by Rhys Thomas

Posted 29.01.2019 | Toys

Simba acquires Jada Toys thumbnail

European toy giant Simba Dickie Group has acquired LA-based Jada Toys for an undisclosed amount.

The purchase is part of a wider plan by Simba to accelerate its growth outside of the European market, where it is one of the top five suppliers, and increase its presence in the US.

Jada Toys is well known for its licensed and highly stylised die-cast collectables, radio control vehicles and pre-school toys – categories Simba is well versed in. Among the vast portfolio of popular entertainment licenses Jada holds are Fast and Furious, Marvel, DC Comics, Disney, Hello Kitty and YouTube star RyansWorld (pictured top).

Florian Sieber, Co-CEO, Simba Dickie Group

“The addition of Jada provides an excellent opportunity for growth and expansion for Simba Dickie Group,” says Florian Sieber, Co-CEO, Simba Dickie Group. “We are excited for what this partnership will bring as we work towards utilizing Jada’s licensors and links in the retail sector to gain an important foothold in the American market. We are also welcoming the opportunity to combine our efforts on the joint manufacturing of products through common uses of technology on an international scale.”

Bill Simons, CEO Jada Toys, Inc. adds: “The acquisition of Jada Toys by the Simba Dickie Group is a tremendous strategic manoeuvre. Joining the Simba Dickie Group instantly creates a significant global platform for our manufacturing and licensing partners.”


Jazwares’ new Angry Birds toy line takes flight thumbnail

Jazwares’ new Angry Birds toy line takes flight

The global master toy licensee unveiled more details of the line, which rolls out in July ahead of the movie ...

Teletubbies sing ‘eh-oh’ at Vue thumbnail

Teletubbies sing ‘eh-oh’ at Vue

DHX Brands and the UK cinema chain team on Teletubbies Songtime at the Cinema, a singalong family show this summer

Amazon chased out of China thumbnail

Amazon chased out of China

Stiff competition will see the online retail giant shutdown its domestic ecommerce business in the country, but still offer goods ...

Press Releases

Moorcroft is Chelsea’s Choice thumbnail

Moorcroft is Chelsea’s Choice

Moorcroft and RHS present the limited-edition vase Chelsea’s Choice, celebrating Chelsea Flower Show 18 Plant of the Year

Henson back catalogue hits Amazon thumbnail

Henson back catalogue hits Amazon

More than 100 days’ of The Jim Henson Company’s content including Fraggle Rock now streaming on Amazon Prime Video

Pingu cooks up creative competition thumbnail

Pingu cooks up creative competition

Readers of lifestyle mag Lettuce Club are tasked with inventing tasty Pingu-themed recipes

Diesel Brothers game rolls out thumbnail

Diesel Brothers game rolls out

The Diesel Brothers: Truck Building Simulator video game is based on the hit Discovery Channel TV series