Innovations and Classics

The International Nuremburg Toy Fair is the biggest industry meeting place, and that makes it one of the leading business indicators. The Simba Dickie Group had a special innovation in store for visitors to the trade fair: a board game called ‘Die Geissens’ (The Geissens). And with it a classic that has been a bestseller for 40 years: The BIG BOBBY CAR.

The idea for the Geissens game came from a product manager. And Michael Sieber was able to get Carmen and Robert Geiss interested in the new idea just two weeks before the fair began. And in no time, the colourful couple from the TV reality-docu-soap of the same name threw their energy into the game concept.

Since 1972, the classic BIG BOBBY CAR has sold more than 17 million units, and the end is nowhere to be seen: Each day, 2,000 BIG BOBBY CAR roll off the assembly line at the ultramodern plant in the hamlet of Burghaslach, in Bavaria’s Franconia region.

Spread out across seven trade fair stands, the Simba Dickie Group showcased top sellers and other new releases, such as Fillys Elfen (Filly’s Elves) and Baby Nurse.

But the SIMBA DICKIE family also has another anniversary to celebrate: Schuco is turning 100 years old. Schuco is commemorating this anniversary by issuing special editions. The Schuco stand was decorated with an extraordinary original to mark the occasion: a Mercedes W25 dating to 1936.

Heinrich Sieber in conversation with CEO Michael Sieber.