Filly Wiki
Filly Wiki

The logo as you may recognize it from the commercials.

Simba, which is a part of the larger corporate Simba-Dickie-Group, is a toy company established in Germany. Simba Toys was created in 1982 as a father-son company in Fürth in southern West Germany, and in 1993 acquired the Dickie Toys properties after the original owner of Dickie since 1971 had died. The corporate is among the five biggest toy companies in the world[1], possibly because company acquisitions did not suddenly halt back in 1993; Smoby and Noris-Spiele are among the later acquisited companies.

They held the German sales license for Filly for some years and placed their logo prominently in Filly toy commercials from this time, often ending the advertisements with "Neu von Simba" (Lang-US.png: New from Simba), to the point where they in September 2013 were announced to be the master licensee of Filly. In January 2014, however, Simba got their license withdrawn by Dracco, reducing their financial incomes markedly, and the Filly material that before were on Simba-Dickie's home page were removed.

Supposed Filly founding

Due to this placement in toy advertising, Simba's reputation for store-brand horse toys for the German market, and at least one disproven story of Filly's early years being a knockoff of My Little Pony Generation 3 toy-shape molds, Simba is often believed to be the creators of Filly. However, Dracco have later turned out to be the proper creators of the brand instead.

Links and references

Home page for Simba Toys

  1. (Swedish) Wikipedia "Simba-Dickie Group i Tyskland är en av världens 5 största aktörer inom leksaker."