21-year-old Fritz Sieber establishes the company Herbert Sieber&Sohn, or “Siso″ for short, with his father and settles to East Germany. They started off by creating a small range of dolls. Later they added a range of wooden toys.
The Sieber family decides to move to the West, where Fritz Sieber is employed by Matchbox, an English company based in Emmerich am Rhein.
A BIG MOVE
The Siebers move and settle in the traditional toy manufacturing city of Fürth in Middle Franconia, Bavaria. Fritz Sieber founds the wooden toy company SISO for the second time.
From 1960 until 1962 in Fürth-Sack
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.
Michael Sieber with his father Fritz Sieber.
SISO expands through the acquisition of other companies. It is the first company to produce its own collections in Eastern bloc countries such as Poland, the Czech Republic, Bulgaria and Romania.
1968-1978 Fürth, Bremer Straße
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 part ways again.
SIMBA TOYS IS BORN
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 incorporate 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 toys dedicated to boys boosts the business’ portfolio – the Simba Dickie Group is born.
QUALITY IN WOOD
Eichhorn goes bankrupt and approaches Simba Toys. Fritz and Michael Sieber see an opportunity and take over the long-established wooden toy company into the Simba Dickie Group.
FAMOUS NEW BRAND
Schuco is the market’s leading brand for collectors of finely-detailed models. The Simba Dickie Group acquires the business, only to witness the brand make a record turnover in no time.
The addition of Noris-Spiele to the Simba Dickie Group expands the portfolio by board games and collectables – a portfolio enhanced yet further by the Goldsieber range.
WELCOME BIG BOBBY CAR
Following the passing of Ernst A. Bettag, the Simba Dickie Group acquires the BIG toy company founded by him, thereby adding the world-famous Bobby Car to the Group’s portfolio.
After Fritz Sieber´s death, Michael Sieber takes charge of the company’s management. 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.
With the largest French toy manufacturer, the portfolio is once again decisively expanded: Smoby Toys offers a unique range of outdoor and role play toys.
J. Schipper Hobby-Ideen”, the producer of iconic Colour by Numbers designs, merges with the Simba Dickie Group and is renamed “Schipper Arts & Crafts”.
The Munich publishing house Zoch – well known for its award-winning board games for all ages – joins the Simba Dickie Group.
LEARNING BY PLAYING
The Simba Dickie Group enhances its strength in wooden toys with the acquisition of Heros, which had filed for bankruptcy. 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 comes with a new factory in Thailand.
FULL STEAM AHEAD
Sieber & Sohn, the company founded by Michael Sieber and his son Florian, acquires the legendary model railway manufacturer Märklin, including the Trix and LGB brands.
The famous water ride and learning system Aquaplay changes owner. The Simba Dickie Group absorbs the toy manufacturer seated in Askim, Sweden.
BACK TO SCHOOL
The Simba Dickie Group acquires a majority stake in Undercover. With this step, the Simba Dickie Group enters entirely new lines of business with their Back-to-school products.
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 Entertainment, which will be renamed Kid e Media. The toys are to be marketed through company Intellectual Properties in cartoon films.
French Premium Dolls
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.
The Simba Dickie Group acquires the american toy manufacturer Jada Toys from Los Angeles, USA.
Jada Toys is a leading manufacturer of authentically licensed and highly stylized figures, die-cast collectibles, radio control vehicles, and toys.
The Simba Dickie Group is growing and takes over the majority stake in Exit Toys, a Dutch company.
A new generation
To secure the future of a family-owned company, it is important to set the groundwork in good time and successfully prepare transfer between the generations.
On 1 May 2021 Michael Sieber confidently handed over management of the Simba Dickie Group to his son.