Simba Dickie Group shares strategic vision

Published on: 10th May 2022

Simba Dickie’s new strategic vision will lay the foundations for the future success of the family-owned company.

Founded as Simba Toys in 1982, Simba Dickie Group is celebrating its 40th anniversary with the third generation of management at the helm. Florian Sieber (pictured) took over as CEO one year ago, in May 2021, and has detailed ‘Our Spirit’, the new strategic vision of the internationally active group of companies, which has been developed by the management team over the past few months.

The Our Spirit vision is represented by a cube, signifying clear structures, safety, simplicity, stability and durability. Florian Sieber unveiled the strategy to employees, saying: “Our worldwide team is our most important asset. We will continue to foster a company culture that offers an open-door mindset, respect and fairness. Communicating our goals and strategies to our employees is essential in order to ensure the company’s continued success, especially in these challenging times. In addition to working together to develop new ideas, we also want our employees to engage in controversial discussions.”

Florian summarised the new vision as follows: “We want to play an essential role in everyone’s childhood – being the most passionate family owned toy company. We are a strong international team and develop a wide range of wonderful toys with a great deal of passion and skill. We are and want to remain a family-owned business.”

In order to achieve this vision, the Simba Dickie Group has set itself a clear and strong mission, to make toys that inspire children’s imagination and creativity, building memories that last forever.

In addition, the Group plans to place more focus on the consumer. “We want to work more intensively on building and maintaining our brands”, said Florian. “We want to place the children and families that use our products at the centre of our thinking. Ultimately, this involves the entire value chain, from product development and communication to where we sell our products.”

Five other principles will characterise the future development of the Simba Dickie Group and act as a framework for the company – simple structures, a people-oriented approach, sustainable success, integrity and diversity.

Going forward, environmental protection will also play a greater role in the company’s decisions. “We know our responsibilities towards our planet. Our goal is to understand our environmental footprint in all our actions and try to find measures to reduce the negative impacts of our everyday business. We have to ensure that the generations after us also wake up in a green environment,” added Florian.

More information the new mission statement of the Simba Dickie Group, can be found via the following link


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