Simba Dickie Buys Jada Toys, Expands U.S. Presence
Germany’s Simba Dickie Group buys Jada Toys, expanding both its licensed products business and distribution in the U.S., the company said.
Jada Toys’ Transformers cars
Los Angeles-based Jada, which has 55 employees, will maintain its U.S. offices and continue to seek its own licensing deals, says a Jada spokeswoman. Terms of the agreement weren’t disclosed.
Simba Dickie, which like Jada sells die-cast and R/C vehicles, also has a range of European licenses for dolls and playsets, including “Masha the Bear”, “Wissper”, “Maggie and Bianca” and “Mia and Me.” Simba last made a push in the U.S. with its Majorette die-cast brand in 2017, marking a return to the market after a 15-year absence. It has annual revenue of €616.
Jada has a range of U.S. licenses for R/C and die-cast vehicles including for Fast and Furious, Transformers, Hello Kitty, “Sunny Day” and Disney (Mickey and Minnie). It also has licenses for Ant-Man, Aquaman and Batman die-cast 2-, 4-, and 6-inch figures.
The companies have some overlap in licenses; both, for example, have licenses for Transformers and Frozen. .
Contacts:
Jada Toys, Amy Austin, Licensing Dir., 626-810-8382 amy@jadatoys.com
Simba Dickie, Uwe Weiler, COO, +49 911 976502
