Simba Dickie Group, Tactic Games Agree Joint PartnershipSimba Dickie Group, Tactic Games Agree Joint Partnership

Heros Wooden Toys is founded and secures the future of Heros' wood production in the Bavarian Forest.

License Global

February 3, 2025

2 Min Read
Simba Dickie Group logo
Simba Dickie Group logoSimba Dickie Group

Simba Dickie Group, based in Fürth/Germany, and the Finnish toy company, Tactic Games, have announced a new partnership to secure the future of the Heros wood factory in Lam in the Bavarian Forest/Germany. 

Due to challenging economic conditions and the resulting consumer restraint in Germany, the Simba Dickie Group alone has been unable to fully utilize Heros' wood production in the Bavarian Forest in recent years. 

“We have been actively looking for a good solution for some time, which above all also takes into account the jobs of our employees and we are delighted to have now found the ideal partner in Tactic Games,” says Florian Sieber, chief executive officer, Simba Dickie Group. “The purchase price alone was not the main consideration when we signed the contract. As a family business, we see it as our responsibility to also act in the best possible way to safeguard the jobs of our employees.” 

Tactic Games will absorb all employees into a newly founded company, which will operate under the name Heros Wooden Toys from Feb. 1. On this date, all assets of Heros & Co., including the real estate will be taken over by the new established subsidiary of Tactic Games in Germany. The Simba Dickie Group will co-operate with this new company through its member Simba Toys & Co.  

Related:State of Play: Toy Trends from Spielwarenmesse 2025

“We highly value the strong brand and the exceptional expertise of the team at Heros,” says Lauri Nieminen, chief executive officer, Tactic Group. “Their dedication to quality and craftsmanship aligns perfectly with our vision and we are excited to build on this legacy. Expanding this respected wooden toy assortment into the market is both an honor and a moment of great excitement for us. We look forward to also developing new products and ensuring that the factory’s long history continues to new heights. 

“This acquisition represents a significant step for Tactic in entering the German market. As we establish our sales organization in Germany, we invite all interested partners to connect with us for further discussion. We sincerely thank Simba Dickie Group for the excellent cooperation throughout this process and we look forward building a strong foundation that has been established.” 

This deal was structured on both sides with the help of Bernard Farkas. 

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Simba Dickie GroupEurope

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