Mattel and Simba partner on Bob the Builder

Published on: 4th October 2017

Mattel has sealed a multi-territory deal with the Simba Dickie Group as its new master toy partner for Bob the Builder products.

The deal follows the success of the Fireman Sam brand, which is also produced with Simba Dickie.

The partnership will see Mattel continue to lead and invest in brand management across the world and Simba Dickie Group will simultaneously produce high-quality toys and consumer products. Additionally, Mattel will continue to work with content and distribution partner, DHX Media, to produce content for the Bob the Builder property including Season 3 of the show which was green-lit earlier this year.

Nicolas Houssin, VP marketing Europe, for Mattel, commented: “We are adapting our strategy for this brand modelled on the success of the Fireman Sam business, which continues to grow year on year with great results. We are delighted to be working with our esteemed and trusted partners, The Simba Dickie Group.”

Uwe Weiler, COO for Simba Dickie Group, added: “This partnership will strengthen the success of Bob the Builder in the toy market, which we’ve had with our current Bob the Builder role-play range in the past two years. Now, as master toy partner, we are thrilled to work together with Mattel and to develop new categories.”

The first playsets of new Bob the Builder toy range from Simba Dickie Group will be available from February 2018 with the partnership deal effective immediately.


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