German toymaker Simba Dickie Group (SDG), acquired Los Angeles-based Jada Toys. First reported on Toy World, the acquisition marks a significant U.S. expansion for SDG. Jada Toys is best known for its die-cast and R/C vehicles, with a wide range geared toward kids and collectors of all ages and interests. Jada also boasts a large portfolio of automotive and pop culture licenses, including Marvel Studios, DC Comics, Sunny Day (Nickelodeon), Hello Kitty, Transformers (Hasbro), Ghostbusters (Sony), and The Fast and the Furious (Universal), among others.
“The addition of Jada provides an excellent opportunity for growth and expansion for Simba Dickie Group,” says Florian Sieber, co-CEO of 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.”
SDG’s last major foray into the U.S. came in the form of a summer 2017 relaunch of its long-running Majorette die-cast brand, which returned to the U.S. full time following a 15 year absence. The retail partner was Toys “R” Us.
