Fritz Sieber inherits the
„Herbert Sieber & Sohn“
toy company founded by his father
Herbert and settles in the town of
Schneeberg in the Erzgebirge.

The decision is taken to
move the Sieber family
to the West, where Fritz Sieber is
employed by the English company
Matchbox in Emmerich am Rhein.

The Sieber family moves
to establish itself in the
traditional toy manufacturing city of
Nuremberg in Middle Franconia,
Bavaria. Fritz founds the wooden toy
company SISO for the second time.

In the 1960s
Fritz Sieber's business
quickly becomes the largest importer
of Italian products in Germany. The
„Thor“ rocket breaks new ground in
toy marketing as the first toy to be
advertised on German TV.

SISO expands through
the acquisition of other
companies. It is the first company to
produce its own collections in Eastern
Bloc states such as Poland, the Czech
Republic, Bulgaria and Romania.

With a bold vision for the
future, Fritz Sieber invites an
internationally focused Dutch holding
company to take a 60% shareholding in
the company. In 1981 the companies
go their separate ways again.

On 1st May,
Fritz & Michael Sieber
found Simba Toys with five employees
and Monika Sieber joins the company
as foreign correspondent. The initial
focus of the business is on wooden toys
from Eastern Europe.

Keen to expand and seeing
the growing importance of
the Far East, Fritz & Michael Sieber open
an office in Hong Kong and found
Simba Toys HK Ltd. The new operation
drives the business to new heights of
success.

Following the tragic
accidental death of
Wolfgang Sauerborn, Simba Toys
acquires the Dickie Group. The new
range of boys' toys boosts the business'
portfolio - the SIMBA DICKIE GROUP
is born.

   

Eichhorn goes bankrupt and
approach Simba Toys. Fritz
and Michael Sieber see the opportunity and
bring the long-established wooden toy
company into the SIMBA DICKIE GROUP.

Schuco
is the market leading brand
for collectors of finely detailed models.
The business is acquired by the SIMBA
DICKIE GROUP and the brand is soon
achieving record turnovers.

The addition to the
SIMBA DICKIE GROUP
of the Noris Spiele company expands
the portfolio to include board games
and collectables - a portfolio enhanced
yet further by the Goldsieber range.

   

When Ernst A. Bettag, founder
of the BIG toy company, dies
the business is acquired by the SIMBA
DICKIE GROUP, bringing the world famous
Bobby Car into the Group's portfolio.

After Fritz Sieber's death,
Michael Sieber takes over
sole management of the company.
With an excellent and devoted team in
place, he is a popular employer who
is well liked by his employees.

The integration of Nicotoy
into the SIMBA DICKIE
GROUP takes the business into the
plush category. Children immediately
like the range of super-soft cuddly toys.

The SIMBA DICKIE GROUP's
acquisition of French toy giant
Smoby enhances the portfolio greatly with
the addition of a range of unique outdoor
toys.

„J. Schipper Hobby-Ideen“,
the producer of iconic Colour
by Numbers designs, is integrated into
the SIMBA DICKIE GROUP and renamed
„Schipper Arts & Crafts“.

Munich publishing house
Zoch GmbH - well known
for its award-winning board games for
all ages - becomes a member of the
SIMBA DICKIE GROUP.

The
SIMBA DICKIE GROUP
enhances its strength in wooden toys
with the acquisition of Heros from
insolvency. With a focus on educational
products, the range complements the
existing portfolio well.

In the same year, the French
model car manufacturer
Majorette joins the SIMBA DICKIE GROUP.
The acquisition brings with it a new
factory in Thailand.

Sieber & Sohn GmbH & Co. KG,
the company founded by
Michael Sieber and his son Florian, acquire
legendary model railway manufacturer
Märklin, including the Trix and LGB brands.

The famous water ride and
learning system AquaPlay
changes its owner.
The SIMBA DICKIE GROUP
absorbs the toy manufacturer
seated in Askim, Sweden.

The majority shareholding
of the SIMBA DICKIE GROUP
at the company Undercover takes
place. Therewith the SIMBA DICKIE
GROUP opens up entirely new
lines of business with their
Back-to-school products.

Heros is to become part of the
traditional Eichhorn brand.

Simba Toys acquires two thirds of
the British manufacturer Zimpli Kids.
The company produces “Glibbi”
bath additives for children – coloured
powder transforms bath water into
slime.

The Simba Dickie Group acquires a
majority stake in the Swedish
entertainment company Ruta Ett AB,
which will be renamed KID E MEDIA AB.
The toys are to be marketed through
company Intellectual Properties in
cartoon films.

The French premium doll manufacturer
Corolle, which can look back on over
40 years of brand history, becomes a
new member of the Simba Dickie Group.
The company is based in Langeais in
the French Loire Valley.

The Simba Dickie Group, together with
Yves Burger, CEO of Franz Carl Weber,
and the Swiss entrepreneur Marcel Dobler,
acquires an equal 33% stake in the
Swiss toy specialist Franz Carl Weber.

On 29 January 2019 the Simba Dickie Group
acquired the US toy manufacturer Jada Toys, Inc.
Headquartered in Los Angeles, Jada Toys is a leading manu-
facturer of licensed and highly detailed figures, die-cast zinc
collector’s items, RC vehicles and die-cast models. In the US,
the firm is mainly known for its extensive portfolio of licensed
products such as toys from Fast & Furious, Marvel,
DC Comics, Disney and Hello Kitty.

In the 4th quarter of 2020 the
SIMBA DICKIE GROUP took over the majority
stake in EXIT Toys, a Dutch company. The company
produces a wide variety of outdoor toys such as trampolines,
frame-pools, sports toys, play equipment, ride-on toys
and many accessories.

Michael Sieber retires from his role as CEO
of the SIMBA DICKIE GROUP and confidently
hands over management of the Group to his son.
Florian Sieber becomes the new CEO of the
SIMBA DICKIE GROUP on 1 May 2021.

On 31 January 2024, the Simba Dickie Group acquired
the renowned German school backpack brands Scout,
DerDieDas and 4YOU from the Steinmann Group. In order to
revamp and develop these brands further, on 1st May 2024, the
Simba Dickie Group entrusted Undercover GmbH with product
development, marketing and sales of the corresponding product lines.