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Who’s News: Simba Dickie Group Names New CEO

The family-owned Simba Dickie Group (SBG) has a new CEO this week, as Michael Sieber (pictured above, at left) officially handed over the reins to the toy company to his son Florian Sieber on May 1.
Florian will become the third generation of the Sieber family to run SBG, since Michael and his father Fritz Sieber founded Simba Toys in 1982.

Florian Sieber was named as the designated successor and co-chief executive officer of the Simba Dickie Group in a succession plan announced in 2018, and has also spent the last eight years as the managing director of the model railway manufacturer Märklin, an SBG subsidiary.

“Together with a dedicated team in Göppingen, my son, Florian, has put Märklin back on track—a masterstroke, I’m very proud of him,” said Michael Sieber. “He has grown naturally into his new and responsible role at the Simba Dickie Group and is well prepared and highly motivated. I trust that with his knowledge and the perspectives of a new generation, he’ll be able to lead our family business successfully into the future.

“The start of the new business year also marks the 40th anniversary of Simba Toys, which I founded together with my father.” The elder Sieber added. “Even in these currently challenging times, our group remains stable, healthy and economically strong; the best conditions for me to hand the reins over to my son!”

Michael Sieber will retire from his role as CEO at the end of the Simba Dickie Group’s business year on April 30, 2021 but will continue to lend his wealth of experience as a partner.

The group’s board will consist of Florian Sieber (chief executive officer), Manfred Duschl (chief financial officer) and Uwe Weiler (chief operating officer) from the beginning of May 2021.

“We’ve been actively preparing the transfer between the generations at the Simba Dickie Group for a number of years now, meaning the transition will be a smooth one,” says Florian Sieber. “I’m extremely grateful to my father that he never put pressure on me when it came to the question of business succession, but always provided me with advice and support whenever I was looking for assistance. I’m fully conscious of the significant responsibility I’m taking on in our family business, but I’m also looking forward to the new challenges and duties.”

SBG is the parent company for several toy brands based in Europe, including the original Simba Toys, Dickie Toys, Tamiya in Japan, the remote control car company Carson, and the collectible company Schuco, among several others.


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