Simba Dickie Group Acquires Jada Toys

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.

About the author

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.