© 2010. Simba Toys Middle East. All Rights Reserved.
WELCOME TO SIMBA MIDDLE EAST
Playing is a part of life for everyone, regardless
of age or background. In one way or another
everyone enjoys the benefits and opportunities
playing brings into their lives.
Children learn by playing with toys. Playing with toys stimulates
their power of concentration and develops their ability to work
towards a goal.
Toys are more than just goods and products. They play an important
role in our society, concerning social, cultural, economic and political
terms. They help children to develop their social skills, to grow into
the world of adults – and even help adults find their inner child. Young
people hone their communicative skills through playing: they benefit
from group dynamics and develop social intelligence. Grown-ups find
playing a form of relaxation and entertainment and see it as a means
to acquire new knowledge.
Developing and manufacturing toys for children means working in
a sensitive area, since consumers – our customers – expect not only
the highest quality, but absolute product safety as well. They require
environmentally friendly products and a respectful interaction with
our planet’s resources.
The only way to guarantee this, is to act in a fair and sustainable
manner at all times, everywhere. Fairness is a core value for
us – whether dealing with our customers, suppliers, business
partners or employees. We pursue this approach at all times and
everywhere, within the Middle East, North Africa or India.
Feel welcome and be in good hands with our Toybox Tales.
JOURNEY INTO THE MIDDLE EAST
Ben Nabert moved to the Middle East from Germany in 2002, having had
a successful motorsport career since the age of 12 and winning countless
international accolades and titles.
After building up a partnership selling toys for small children in Germany, his sole desire was to provide the
Middle East with safe, high quality, educational toys. Toys that would capture the essence of childhood and
let each child’s imagination run wild.
He founded ‘Happy Learning Middle East’ in Dubai and began his journey into a venture with the
SIMBA DICKIE GROUP. Thus Simba Middle East was born.
Today, Simba Middle East distributes thousands of products throughout the region, as well as
Northern Africa and India. All products proudly carry the safety standards of the SIMBA DICKIE GROUP
and are of the highest quality.
With over 150 employees in Middle East, North Africa and India, subsidiaries in Saudi Arabia and Qatar, and
representative offices in Bahrain and Oman, Simba Middle East is now one of the region’s biggest toy distributors.
The grand opening of offices and warehouse facilities in Jebel Ali Free Zone (Dubai) allows Simba Middle East to
continue its expansion as the demand for great toys in the region grows. Offices in India were officially opened
on 9 April 2010, recognizing the strong ties to the continent.
A highlight of the introduction to the Indian market is acquisition of the global license from ICC for the Cricket
World Cup 2011. Hosted in the Indian sub-continent, the SIMBA DICKIE GROUP are producing the ICC mascot
‘Stumpy’ and expect interest to be high given the popularity of cricket in the region.
UAE: A.S.I. Atlantis, Abu Dhabi COOP, Aswaaq, Auchan, Babyshop, Bin Saifan Freej Kiosk, BMA / Red Tag, Borders,
Carrefour Express, Carrefour, Color Land, Dubai Duty Free, Early Learning Center, For You GT, Fun City, Geant, Glory
Horizon, Gulf Greetings, Hamleys, Kidzania, Lulu, Magic Planet, Magrudy’s, Max, Megamart, My Book Store, Panda,
Safer Group, Sega Republic, Sharjah Duty Free, Spinneys, Strandbags, The Book Shop Alain, Tradegate ME, TRU,
World Sun Gift and Worldmart
Kingdom of Saudi Arabia: Al Musbah Trading, ALl Othaim KSA, Babyshop KSA, Bin Dawood Group, BMA / Red
Tag, Carrefour KSA, Danube, Lulu KSA, Max KSA, Obeikan, Panda KSA, Teen Town Toys, Tihama, TRU KSA and others
Kuwait: Baroue, Carrefour, Duty Free, Safari House General Trading, Tamdeen Ent., The Sultan Center and TRU
Qatar: Al Safeer Qatar, Babyshop Qatar, BMA / Red Tag, Carrefour Qatar, Early Learning Center Qatar,
Gulf Greetings, Lulu Qatar, MAX Qatar, Qatar Duty Free, TRU Qatar, Virgin and Woqod
Bahrain: Carrefour, Geant, TRU Bahrain, and Lulu
Lebanon: Noni Liban, Raymond Edu and Toy Market
Jordan: Carrefour Jordan and The Sultan Center Jordan
Syria: Bahri Group
Iraq: ASK Iraq
Iran: Global Brand Toys and Nini Salon
Pakistan: Multiple Trading House
Libya: Alam Al Alaab
Tunisia: 4M Media and CRD
Algeria: Area Com
Egypt: Al Kawther Group, Carrefour Egypt, TRU Egypt, El-Zayat, CECIL International Corp,
Al Arab for Importing & Trading, and Modern Office For Import
Oman: Carrefour Oman, Lulu Exports Oman, The Sultan Center Oman and TRU Oman
Sri Lanka: Maleehas Trading ODEL
India: Modern Agencies, Agarwal Business House(Crossword Franchise), Shree Mahalakshmi Trading Co.,
Sri Venkateshwara Enterprises, Cute Agencies P Ltd, Shubhi Toy’s, Harsh Rolling Mills Pvt. Ltd, Equator Trade House, Alok
Enterprises, Sunny Industries, Sunny Industries, Pantaloon Retail India Ltd., HYPERCITY RETAIL (INDIA) LTD., Living Media
(I) Ltd., Landmark Ltd., Reliance Leisures Ltd, Reliance Lifestyle Holding Ltd. (Hamleys), Aditya Birla Retails Pvt. Ltd.,
Mahindra Retail P Ltd, Odyessy India Ltd, Simurge Appliance Pvt. Ltd (Crossword Frachisee), Lifestyle International P Ltd,
Gifting Idea, Cherin Jolly, Shopper’s Stop Ltd, KARMALLY’S, and Chhotabhai Retailing India Pvt. Ltd.
Play without Borders
OUR QUALITY STANDARDS
The SIMBA DICKIE GROUP has created
a workplace environment where
employees take visionary ideas and turn
them into competitive, market-ready
products. The quality of the products
is of utmost importance and is
When selecting materials, we constantly think about
potential health issues. We only choose high-grade, top
quality materials that are suitable for children.
Our materials are always made to the latest standards.
Water-based colours are used on wood; while plastic toys
are made according to cutting-edge and physiologically
approved standards. Environmentally friendly materials
are used wherever possible.
In order to protect resources, all waste products from
the production process either flow directly back into
production or are recycled into products such as fuels.
Our employees strire to further better their education,
particularly in areas such as pedagogy (the art of teaching)
and psychology. This enables them to continue developing
products that are beneficial to children and fun to play with.
The high quality of our products is reflected in the numerous
awards won by the company, including “Top 10 Toys of the
Year”, “Golden Hobby-Horse” and the “Toy Fair Awards”.
Since 2008, we are among the first toymakers worldwide
to guarantee that our wooden toys range is made using
environmentally sound practises. The entire range is
certified by the International FSC (Forest Stewardship Council).
"THE HIGH QUALITY
OF OUR PRODUCTS
IS REFLECTED IN
AWARDS WON BY
OUR SAFETY GUARANTEE
Safety is as important to us as
quality. We do everything in our
power to ensure our toys represent
no danger to children.
Production takes place at several global operational sites
where we maintain direct control over toy safety. Inspections
can take place at any time, where we check that our
high quality standards are constantly being adhered to.
We combine cutting-edge production technologies in
our domestic and foreign operations with innovative
designs to ensure the endurance and safety of all the
toys we produce.
Emphasis is placed on the conditions under which
our products are produced, and we work with globally
recognized testing institutes to confirm compliance
with international safety standards.
Social responsibility plays a key role in all our operations.
Of particular importance is the prevention of child and
woman labour abuse in our toy manufacturing.
We support “Fair Spielt” (Fair Play) which calls for the
respect of human rights and core labour standards in
the toy industry, and belongs to the International
Council of Toy Industries (ICTI).
Our toys bear the CE symbol, which means they meet
European standards. In addition, all the toys we manufacture
meet EN71 standards, having been thoroughly
tested for quality and safety and successfully passed.
All of our products meet the internationally relevant
standards for toys.
ALL THE TOYS IN THE WORLD
SIMBA Middle East offers the whole
and comprehensive range of 4,000
high-quality products for infants,
kids, tweens and teens of the
SIMBA DICKIE GROUP and some
specials as well:
The ever famous DISNEY® Plush range, the
incredible portfolio of SIMBA Middle East
stationery products, the successful activity toy:
squap - powered by Nickelodeon & MTV India;
design & production of mascot & stationery
products for the ICC Cricket World Cup 2011,
licensee of Marvel in India, design & development
as main supplier of Emirates Airlines for the
In-Flight-Kids-Program, lounge concepts
and merchandise worldwide.
The DISNEY© PLUSH range is exclusively supplied
by Simba Middle East to the countries under its distribution.
This fun range brings Disney characters to
life and encourages children to create new adventures
or become participants in the tales.
Simba Middle East also carries a large range of
stationery, ensuring that all aspects of a child’s
education are catered for. Comfortable backpacks in
fun styles make school all the more enticing and the
simplest items, such as pens and pencils come in a
variety of designs.
Going one step further again, Simba Middle East
also manufactures client specific toys, such as the
ICC 2011 Cricket World Cup mascot and Emirates
Airline stuffed animals. Whatever the toy needs,
Simba Middle East aims to provide.
"GOING ONE STEP FURTHER AGAIN, SIMBA MIDDLE EAST
ALSO MANUFACTURES CLIENT SPECIFIC TOYS."
the HISTORY OF THE
SIMBA DICKIE GROUP:
FOUNDED BY FRITZ SIEBER
- 1982 SIMBA TOYS WITH HIS SON MICHAEL - 2004 BIG
- 1993 DICKIE SPIELZEUG - 2006 NICOTOY
- 1998 EICHHORN - 2008 Smoby
- 1999 SCHUCO - 2010 MaJorette
- 2001 NORIS SPIELE - 2010 Heros
In 1982, Fritz Sieber had a vision of creating a business that would stand the
test of time. Learning from the experience and traditions taught by his own father,
Fritz Sieber created the Simba Toys Company with his son Michael and only five
employees…and so their success story begins.
Thanks to prudent company mergers, the SIMBA DICKIE GROUP now incorporates several successful, independent
companies that cover all areas of the toy market. The SIMBA DICKIE GROUP knows what makes a toy so attractive to
a child, why so many happy memories are created during playtime. They know how important toys are in educating
and stimulating the minds of children.
This knowledge led the Group to make strategic acquisitions and company mergers that have resulted in tremendous
growth. There are now over 3,500 employees and head offices in Fürth, the hub of the German toy industry, Lavans
in France, and in Hong Kong since 1984. The international expansion opened the door to foreign sales which now
comprise over 70% of the whole turnover for the SIMBA DICKIE GROUP. Subsidiary companies now exist in over 22
The takeover of French toy giant SMOBY in 2008 cemented the SIMBA DICKIE GROUP as one of the largest toy
manufacturers and distributors in the world. Now, over 4,000 items are produced that cover all aspects of the
The SIMBA DICKIE GROUP has found success in achieving Fritz Sieber’s vision and aims to continue creating happy
childhood memories for years to come.
ISAbella, Julien, Mickie, Ryan, Reangelo, Kiara,
Aimie, Marrah, Franzi, Tibby, Amon
Simba Toys Middle East FZCO
PO Box 61106
Dubai - UAE
Fon: +971 4 880 99 80
Fax: +971 4 880 99 81
Simba Toys India Pvt. Ltd
903 Meadows - Saharplaza Complex
Andheri-Kurla Road - Andheri East
Mumbai 400001- India
East Saba Trading KSA Establishment
PO BOX 126 443
Jeddah - 21352 KSA
Simba North Africa
Simba Toys North Africa SARL
Bureau n°3, Plateforme n°2, Lot 140
Zone Franche Logistique
Zone Franche Ksar Al Majaz
Tanger - Maroc
Simba Toys Middle East
PO Box 5060
Doha - Qatar