Simba launches new UK subsidiary – Siso Toys UK

Published on: 6th April 2018

Martin Whitaker appointed managing director of new UK subsidiary for Simba Dickie’s licensing portfolio.

Simba Dickie Group appoints Martin Whitaker as managing director for their new subsidiary Siso Toys UK. Martin will take up his role on 1st of May 2018.

Martin brings significant toy industry experience from his 16 years at Mattel. During this time he has worked across the majority of major UK retailers; most recently Martin was the general sales manager on the digital channel, and prior to this the grocery and discounter channel. He also worked in the Mattel Australia business for three years.

Martin will join the Simba Dickie Group to drive forward the growth in the UK toy market and focus on brand building of group properties and the licensing business.

The existing team of Simba Smoby Toys UK and the new subsidiary Siso Toys UK will work independently, but co-operatively. For example, both companies will use the existing logistic centre in Bradford.

Uwe Weiler, COO of Simba Dickie Group, commented: “We are delighted to have Martin on board of our team in the UK. He shares our growth plans, which we will achieve by investing in our brands and building strong relationships with our retail partners. Martin’s wealth of experience will be valuable in developing a new team and creating a sustainable growth of our business in the UK.”

Martin added: “I am thrilled to be joining the Simba Dickie business. To be asked to build and then lead Siso Toys UK is amazing opportunity, given the ambitious plans they have for the Siso UK business.”


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