Simba Dickie launches new UK outfit SISO Toys UK

Martin Whitaker has been appointed MD of the new operation with a focus on building out the company's licensing portfolio.
Publish date:
Social count:

Simba Dickie Group has launched a new UK subsidiary for its licensing portfolio, having appointed Martin Whitaker to head the operation.

Whitaker has stepped into the role of managing director of the new outfit, SISO Toys UK and will take up the role from May 1 this year.

He brings to role significant toy industry experience from his 16 years at Mattel, where, during this time, he has worked across a majority of major UK retailers. Most recently he was the general sales manager on the digital channel, prior to this the grocery and discounter channel.

He also worked in the Mattel Australia business for three years.

Whitaker will join the Simba Dickie Group to drive forward the growth in the UK toy market and focus on brand building of group properties and the licensing business.

The existing team of Simba Smoby Toys UK and the new subsidiary SISO Toys UK will work independently, but co-operatively. Both companies will use the existing logic centre in Bradford.

Uwe Weiler, COO of Simba Dickie Group, said: “We are delighted to have Martin on board of our team in the UK. He shares our growth plans, which we will achieve by investing in our brands and building strong relationships with our retail partners.

“Martin’s wealth of experience will be valuable in developing a new team and creating a sustainable growth of our business in the UK.”

Whitaker added: “I am thrilled to be joining the Simba Dickie business. To be asked to build and then lead SISO Toys UK is an amazing opportunity, given the ambitious plans they have for the SISO UK business.”


Featured Jobs

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.


UK Sales Agents

Liberty House Toys have been appointed as the exclusive UK distributor for the BiOBUDDi brand, and we are pleased to introduce this new unique, innovative and exciting range of 100% environmentally-friendly toy building blocks. We are seeking experienced sales agents with existing network in the toy retail market.

Gameplan Job Logo 620 x 349

Head of Product Development & Marketing

Our client is a privately owned French toy and games manufacturer which sells through distributors in forty countries. The company develops and sells innovative electronic interactive toys and games for the educational and gaming markets, and also takes suitable licenses. To progress its successful business development a Head of Product Development & Marketing is to to recruited.

HIT Entertainment Job Logo 620 x 349

Licensing Systems Administrator

The Contract System Coordinator is a newly created role to support the deal term entry process into Mattel’s new Contract Management System for its Licensing business. The role will support the Business Teams at the Deal & Amendment phase of the contracting process and act in conjunction with the System Administration team.