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.”


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