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FLORIAN SIEBER PRESENTS “OUR SPIRIT”, THE NEW STRATEGIC VISION OF THE SIMBA DICKIE GROUP

10 May - 2022

Tags from the story: Simba Dickie Group, Simba Toys.

Milestone anniversary: Toy manufacturer Simba Dickie Group develops a new strategic vision, laying the foundations for the future success of the family-owned company

Founded as Simba Toys on 1 May 1982, the family-owned company Simba Dickie Group is celebrating its 40th anniversary with the third generation of management at the helm. Florian Sieber took over as the new CEO of the toy manufacturer one year ago, on 1 May 2021. He is now ready to present “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 presented with the symbol of a cube, which stands for clear structures, safety, simplicity, stability and durability. Florian Sieber delivered his message to the company’s 3000 global employees via a video and the cube symbol. “Our worldwide team is our most important asset. As an attractive employer, 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.”  

The new vision, which is the result of intense discussions within the management team, is summarised by Florian Sieber as follows: “We want to play an essential role in everyone’s childhood – being the most passionate family owned toy company. That’s our vision! 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: “We love to make toys that inspire children’s imagination and creativity – building wonderful memories that last forever! We aim to fulfil our responsibility as a toy manufacturer, creating toys that support children’s development in a positive way. With our toys, children become creative and experience many precious moments, allowing us to play an essential role in everyone’s childhood.”


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