Business development in 2025 and outlook

As one of Europe's top five toy manufacturers, the SIMBA DICKIE GROUP employs around 2,400 people worldwide. In 2025, the group recorded sales of €690.8 million.

Turnover development and earnings and financial situation

The Simba Dickie Group's turnover development in 2025 was characterised by a challenging market environment. Declining birth rates and changes in the traditional toy market had a noticeable impact. The group's turnover was also adversely affected by the tightening of US customs measures. The increase in turnover in Europe contributed significantly to largely offsetting the declines in the USA.

‘The earnings and financial situation of the Simba Dickie Group developed positively compared to the previous year despite the situation in the USA,’ summarises Moritz Duschl, CFO of the international group of companies. ‘It can still be described as good and very solid.’

Business development in 2025 and outlook

Investments

The Simba Dickie Group's total investment volume in 2025 amounted to around 25 million euros. The focus was on the production of moulds and tools, investments in buildings, and investments in machinery and mechanical equipment. For 2026, an investment volume at the same level is planned, excluding acquisitions, of which around 20% is planned in Germany.

Outlook for 2026

The new year brings with it exciting new challenges. On the one hand, a new subsidiary is being established in Latin America. On the other hand, the Group's position in the American market is being further expanded. The Simba Dickie Group has acquired a majority stake in the toy manufacturer Sunny Days Entertainment, LLC from South Carolina, USA. Founded in 2012, the toy company is a very dynamic business with a diverse product range.

Simba Dickie Group CEO Florian Sieber has the utmost respect for the company's achievements to date: "It's impressive what Melvin Wells and Jim Ruggiero have achieved in such a short time. The high competitiveness of the products and what are probably the fastest development times for new products in the industry are truly remarkable. Despite their success, both still have very ambitious goals and are more active than ever. The Simba Dickie Group will support them in taking the company to the next level and continuing its growth. We see great potential in the United States as well as internationally."