Simba Smoby is making its return to Toymaster this year, following reports of record trading through 2013.
This year, the firm is presenting two major new initiatives tipped to drive continued growth for the company: Matt Hatter and Steffi Love.
Launching this summer, Simba’s Matt Hatter collection will feature a range of action figures, vehicles, role-play and collectables.
The line will be supported with TV, national events and a digital presence coinciding with the launch of season three of Matt Hatter on ITV this autumn.
Meanwhile, Simba’s fashion doll Steffi Love has been a best seller for the firm for the last two decades.
“This year, the brand will be enhanced with a full mix 360 degree marketing campaign,” said Simba.
Kids will be able to engage with Steffi in the world of Superstar Steffi through TV advertising, online games and activities, social media and Steffi’s fist single release and music video.
Simba will also continue to offer ranges from Dickie and Majorette.