The Simba Dickie Group arrives in the land of the Maharaja

Symbol: The most famous marble building in India is the Taj Mahal in Agra which was built between 1631 and 1648.

Simba Dickie Group is forging ahead with its international expansion. The Fürth-based family company is now trying its luck in one of the largest markets of the world – India.

The most popular Indian god is called Ganesha and is half human, half elephant.

When Fritz Sieber and his son Michael chose an elephant as the logo for their new company Simba Toys in 1982, they never would have dreamt what a symbolic power this animal could have one day. Now, almost 30 years later, Simba Dickie Group is one of the largest toy manufacturers in the world and is on its way to conquering India, the country where the elephant is sacred. This is because it is considered the embodiment of strength and wisdom. The most popular Indian god Ganesha has the body of a human and the head of an elephant. If that’s not a good omen!
Indeed, the new Indian business partners do like the company logo from Fürth very much. It stands to reason that the first major licensing deal for subsidiary Simba Toys India Ltd is a pachyderm plush toy: the mascot for the Cricket World Cup. The new chapter in the Fürth family company’s international history is starting with a blue elephant.

Celebrated opening
The big opening ceremony at the branch office in Mumbai in April was still on everyone’s lips and in all the media even days later. On this evening, more than 100 guests experienced how Simba Dickie Group operates when it enters a new market: it does not come into the land of the Maharaja as an arrogant invader, but as a partner.

Exquisite India: Dancers in traditional costumes captivated the visitors at the opening.

And instead of a European party, the company put on an Indian one, with child dance troupes from Mumbai, Hindu welcome and light ceremonies, Indian foods and a famous local TV presenter. "The majority of the guests probably expected us to present a self-publicizing product show", says Ben Nabert, grinning. "But we only showed two toys in action, and otherwise offered a typical Indian entertainment program."

Spectacular show: Children from Mumbai provide real fun entertainment.

The long-standing Managing Director and co-partner of Simba Toys Middle East is now responsible for Simba Toys India as well. For those not involved, the grand opening came rather suddenly. But Ben Nabert already fostered the desire to enter the gigantic country back in 2006 during the opening in Dubai. This is because, of the almost 1.3 billion people there, 220 million belong to the middle class and therefore have a great deal of purchasing power. While business in the United Arab Emirates grew and flourished, the entry into the Indian market was prepared. From the beginning, it was particularly helpful that the Dubai team consisted predominantly of Indians. In 2008, CEO Michael Sieber gave the go-ahead to start the project. Highly delighted with the confidence placed in him by the company owner, Ben Nabert is overjoyed by the new task: "India is welcoming us with open arms." Communication with customers is extremely professional, trusting and positive.

Welcome: Tilaka welcomes Ben Nabert. The red dot on the forehead stands for the center of energy, the third eye, and protects it.

Incomparable and unique India is spectacular in every respect. The country has the highest mountains on earth. Wild animals live in its green jungles. Vast deserts contrast with enchanting rivers, lakes and the coast, with its beautiful sandy beaches. Every region is different. The fascinating faces of nature include India’s more than 5,000 years of cultural and civilized history. This is evident in the enormous monuments, in the spirituality and philosophy, the science and in day-to-day life with markets and celebrations and exhilarating colors. Tradition and religion blend together with dynamism and modernity, technical and economic progress. The drive for innovation can be felt everywhere. Practically made for someone like Ben Nabert. "After nine years in Dubai, a really artificial world, I’m looking forward to this traditional country."

Magical moment: COO Uwe Weiler at the light ceremony, which is said to bring peace and wellbeing.

Toys are a scarce commodity
Simba Dickie Group decided in favor of the economic center of India, the capital of which is New Delhi. Mumbai is the largest city, just a two-hour flight from Dubai. The metropolis on the west coast has almost 13 million inhabitants, and even as many as 20 million in the conurbation. But there is no toy market yet. Instead, thousands of small family businesses and retailers, who sell a few toys as well.

The oldest shopping mall in India is just three years old. Simba Dickie Group’s major customers like Metro and Carrefour are already there, at least. Hamleys opened its first store in India at the same time. Hamleys is one of the largest toy shops in the world with its flagship store in London, and branches in Dublin, Dubai, Amman and Glasgow.

The founding crew of Simba Toys India spent most of 2009 building up a network of retailers. "Logistically, that was crazy", Ben Nabert takes a deep breath. There are now 15 to 20 distributors involved and the brands are therefore represented in every big town. Operational business has been underway since October 2009.

A good image opens doors
The most difficult hurdle to founding the company was the complicated red tape. "I alone signed 250 documents", says the 31-year-old manager. Tough work, for which he had Dubai partner Business Development Manager Pradeep Parmar at his side. The most important dooropener with all the authorities was, however, "that the parent company enjoys a good image and outstanding reputation internationally; we receive a lot of respect."

Nonetheless, the founding phase took four months instead of two as planned. This was because the government suddenly changed the international import laws for toys. The new law held that licenses would only be granted for toys certified to US safety standards. Simba Dickie products, however, are classified to European standard EN 71. "Meeting the US guideline for all of our products would have taken a very long time and would also have been very expensive", Ben Nabert says. But in October 2009, the import law was extended to include the European standard.

The ships with Simba Dickie Toys were free to set sail from the logistics centre in Dubai. Unexpected government decisions still pose a risk. "The government could demand that we manufacture our products in the country, but there is no infrastructure for this at all here yet", says Nabert.

He and his 20-strong India team first of all concentrated on developing awareness among adults as to what quality toys can do for children. "Education is still necessary." The company strategy is based on extensive market analysis. "India has recognized the fact that growth and prosperity are only possible through education", Ben Nabert describes. In a heavy contrast to Dubai, where toys cannot be big, loud and expensive enough, "the Indian market appreciates educational toys that offer good value for money." The company from Fürth therefore
began with the Simba and Smoby lines "Art&Fun", "Cotoons", "World of
Toys" and "Vroom Planet".

The first mega deal: Uwe Weiler, COO of Simba Dickie Group, Pradeep Parmar, Business Development Manager, and Ben Nabert, Managing Director Simba Toys Middle East and India, with the mascot for the ICC World Cup 2011 in front of the Taj Mahal Palace & Tower Hotel in Mumbai.

First mega deal made
At the end of 2010, a major promotional campaign will begin on the TV station Nickelodeon for the game of skill, ‘Squap’. However, the first mega deal has already been made with the International Cricket Council: Simba Toys India was invited to take part in a tender to supply the mascot and fan articles for the Cricket World Cup, which will be held in India, Bangladesh and Sri Lanka in 2011. Cricket is India’s number one national sport; the state gives its employees time off for important tournaments. Kids can be seen training on every street corner. In no time at all, the Simba Dickie Group designers in Dubai developed a plush toy and soon won the global license for the ICC World Cup 2011, which will run from February to April. By the time of the final on April 2 in Mumbai, every child should know who Simba Dickie Group is. The products were already presented in October, for
Dussehra. This is the most important festival, comparable to a European
Christmas. People celebrate the triumph of good over evil. This time, with a blue elephant.