Made in Germany | The Toymaker Simba Dickie

The mood at Nuremberg's Toy Fair indicates the current state of the toy industry. The Simba Dickie Group is preparing for the most important event in the toy manufacturer's year. The company has taken over eleven failing competitors in recent years. Owner Michael Sieber faces with the challenge of combining them into one.The firm is especially proud of the Bobby Car; a classic in the playroom. 98 percent of German children will recognise the red and white sit-on car, unchanged for 36 years. But the market is changing rapidly: concerns over the safety of cheap toys has led to turmoil in China's vital toy industry. Michael Sieber recognises the advantages of manufacturing in Germany and Europe. With an annual turnover of more than 500 million euros, Simba Dickie is one of Europe's five major toy firms. Carmen Meyer visited the toy manufacturer.

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