State of the Industry Q&A 2026: Bill Simons, Jada Toys

It is true that Jada is known as a die-cast company, and we have been the number one brand in larger-scale die-cast in the U.S. market for more than 20 years. In 2025, we also moved into the number one position in R/Cl, which was a major milestone for us.

This might sound cliché, but I am most excited about the momentum we have built across the entire company. The work our collective team has put in over the past couple of years has truly transformed Jada, putting us in a strong rhythm across multiple markets and categories beyond our traditional core.

If you want to point to a specific segment within Jada that could make industry waves and compete for a Toy of the Year-type award, keep an eye on our Pop Culture R/C line, where we continue to lead, disrupt, and raise the bar.

The biggest change is that nearly everyone has moved into the collector space, and it has become increasingly crowded. I have great respect for our competition, and it pushes Jada to improve every single day. With our global scale and best-in-class retail, licensor, and manufacturing partners, we are well-positioned to compete. However, to truly get better every day, we, as an industry, need to listen to and connect directly with fans and collectors themselves.

At Jada, we actively listen to what they are telling us, both where we are succeeding and where we need to raise our game. We will continue to adapt and pivot to delight and win with our collectors and customers. We are also expanding our price ladder more than ever before. Previously, a Jada collectible typically ranged from $5 to $20. In 2026, you will see offerings ranging from $5 to $60, along with one very special, limited-edition resin piece at $200.

We are focused on making great products that our fans genuinely want. There is a lot of noise in the market, and we cannot let that distract us from our core mission.

2026 will be a record year for Jada, with more new product launches than ever before. As we grow, we are being very intentional about working the price ladder, ensuring we bring something exciting and delightful to fans at every budget level.

The organic moments that go viral absolutely move the needle. Jada works with a long-term agency partner that excels at getting our most innovative products into the right hands to create those opportunities. We are also very active in direct-to-consumer initiatives and key consumer shows. Our design team engages directly with leading influencers in the action figure community, and we maintain a strong presence in car culture through authentic collaborations, events, and sponsorships.

2025 was an incredibly challenging year for toy retailers and the entire supply chain. It clearly showed which partners could be counted on in difficult times, especially in transparency, problem-solving, and mitigation. The ongoing challenge remains a divided economy, but there is an opportunity for greater stability and less uncertainty than what we recently experienced.

Jada Toys is a proud member of the Simba Dickie Group, one of the largest and most stable privately held toy companies in the world, with strong diversification. Jada Toys helps by leading with innovation, executing at a high level, and being a trusted partner in both good and bad times.