Jada Toys
Consumer Products

Simba Dickie Group acquires Jada Toys

The acquisition is part of Simba's strategic growth plan to expand its reach in the US.
January 30, 2019

Germany’s Simba Dickie Group has acquired LA-based Jada Toys in an effort to expand its reach in the US. Jada is best known for its die-cast collectibles (pictured) and radio-controlled vehicles, and has partnered with brands like Marvel, DC Comics, Disney, Hello Kitty and Fast & Furious in the past.

In addition to working with Jada’s licensing partners to gain a foothold in the American market, Simba Dickie Group also plans to launch joint manufacturing operations that leverage common technology processes on an international scale.

Simba Dickie has been building up its TV licensing portfolio of late, signing a deal with Italian prodco Rainbow to exclusively distribute its 44 Cats brand in Europe and the Middle East. And it also represents Animaccord’s Masha and the Bear as master toy licensee for Europe.

About The Author
Elizabeth Foster is Kidscreen's Copy Chief & Special Reports Editor. Contact Elizabeth at efoster@brunico.com

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