Mattel secures Simba Dickie as master toy partner for Bob the Builder

Mattel has sealed a multi-territory deal with Simba Dickie Group as its new master toy partner for a complete line of Bob the Builder products.

The global entertainment powerhouse has also secured a new deal with DHX Media who will produce content for the Bob the Builder property, including Season 3 of the show, green-lit earlier this year.

The new partnerships highlight Mattel’s continued investment in brand management across the globe.

Nicolas Houssin, VP marketing Europe for Mattel, said: “We are adapting our strategy for this brand modelled on the success of the Fireman Sam business which continues to grow year on year with great results.

“We are delighted to be working with our esteemed and trusted partners, The Simba Dickie Group.”

The Bob the Builder show relaunched in Autumn 2015 with new CG animation, new locations and a new look for Bob. Season 3 is expected to launch in autumn next year with a full marketing campaign to support the new content.

Uwe Weiler, COO for Simba Dickie Group, added: “This partnership will strengthen the success of Bob the Builder in the toy branch, which we have had with our current Bob the Builder Roleplay range in the past two years. Now as master toy partner, we are thrilled to work together with Mattel and develop new categories.”

The first play sets from Simba will be available from February 2018.

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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