GERMANY: Simba-Dickie buys wooden specialist Heros

Wooden toy firm Heros has been bought out of insolvency by German giant Simba-Dickie.
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The newly formed company of Heros will be headed up by Manfred Duschl and Uwe Weiler and has safeguarded 72 jobs at the former production site.

"We will hold on to the Lam production site. All other departments such as administration, logistics and sales will be looked after by Simba-Dickie Group in Fürth. This was the way we envisaged things in our proposal," said Manfred Duschl.

"It is important that we now concentrate on the core competencies of Heros, and so we are planning – with the famous wooden bricks, wooden vehicles and wooden pre-school toys, the Constructor building system and the Lorenz play bricks – to rescue the company with targeted sales of €6m initially.”

Michael Sieber, owner of Simba-Dickie said: "The roots of our family company are in Schneeberg in the Erzgebirge mountains. I grew up with wooden toys. Even if Heros won’t enter our family chronicles as the biggest acquisition, it’s especially dear to my heart through its high-quality - made in Germany - wood production."



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