m4e Taps Simba Toys for ‘Mia and me’

The toy company will also serve as the international master manufacturing partner for the brand.

German brand management and media company m4e has appointed Simba Toys to serve as the new toy partner for its animated series “Mia and me.”

Through the partnership, Simba Toys will be developing a new range of dolls and toys based on the show and its characters.

Furthermore, Simba Toys will also become m4e’s international master toy manufacturing partner for the brand.

“‘Mia and me’ is a successful series being pretty popular with girls,” says Michael Sieber, chief executive officer, Simba Dickie Group. “As an exclusive partner within the toy branch, we are looking forward to developing a new ‘Mia and me’ range contributing all our creativity and passion for toys. We see great potential for ‘Mia and me’ products in the toy market and we are looking forward to cooperation with m4e.”

The new toy range will initially launch in Germany, Austria and Switzerland in 2019 before being made available to international markets.

“We are thrilled to work together with our long-term partner Simba Toys on our key brand ‘Mia and me,’” says Bernd Conrad, commercial director, m4e. “This will further strengthen the success of ‘Mia and me’ in the toy industry and beyond for the next few generations.” 

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