Exclusive: Dimian – keeping it in the family

Published on: 6th May 2021

Vice president Michele Röthling spoke to Toy World about Dimian and its move into the UK market with newly appointed distributor SJR Associates.

Originating in Milan in 1959, Dimian specialises in the production of dolls, doll’s accessories and interactive plush. As the third generation of his family to work in the business, Michele is passionate about the company and its ranges, and explained how the business has developed from its diecast origins to the extensive manufacturer it is today.

Each generation has progressed the development of the company, with Michele’s grandfather, Ugo Besana, switching his focus to toy ironing boards and prams, followed by a Nuremberg Toy Fair romance leading to his mother and father combining their expertise in doll’s accessories and dolls themselves. As the company’s product portfolio increased, Dimian’s headquarters relocated to Germany – and production from Italy to Hong Kong – to support the growth the company was experiencing.

Michele too joined the company and is now vice president. He tells us that today, there is a team of experienced staff across the world which he describes as “dynamic and innovative and very attentive to customer needs.”

The Dimian product range offers an extensive selection of dolls for a variety of ages and price points, with many different features, including localized dolls, which have more than 30 different languages to choose from. A range of prams and strollers offers many different sizes, shapes and styles to satisfy the needs of all customers.  Although dolls and dolls’ prams remain at the heart of the company’s offering, the portfolio has expanded with an interactive plush line which has been one of the company’s greatest successes. Multiple options are now available – and the range is still growing.

Michele also told us that respect for the environment is now a top priority at Dimian, and also shared that, to take the business forward, it has appointed Ria and Steve Richardson of SJR Associates to handle all UK and ROI sales.

“Our mission is to create toys that make children happy,” he concludes. To read more on Dimian, and for details of how to get in touch with SJR Associates to discuss stocking any of the company’s ranges, read the full article, which appeared in the May edition of Toy World, by clicking here.


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