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Simba Toys to launch 50 retails outlets in India

Simba ties up with Exelixi Management Company for retail expansion

Corporate  |  Mumbai 

Simba Toys India has announced its retail expansion foray in India with the launch of 50 stores across the country. Exelixi Management Company Private Limited has been appointed Master Franchisee by Simba-Dickie Group for its retail expansion plans. In their exclusive partnership with Exelixi Simba Toys will launch India’s largest multi brand network of toy stores in the first calendar quarter of 2012.

Simba Toys multi-brand toy store chain being setup by Exelixi would exclusively retail products from Simba Toy’s portfolio, along with some of the best known brands in other categories.

The planned launch in January - March 2012 of the 50 store nationwide network will make it the largest toy store chain in the country. Simba Toys Exelixi is currently in the process of appointing franchisees for the same and is organizing events and roadshows in various cities for signing up small entrepreneurs keen on participating in this new venture.

Germany based Simba Toys which had entered India in 2009 is India’s fastest growing retail brand portfolio in the toys and games domain. It has a range of over 80 brands and 3000+ SKUs available in the Indian market. Simba also holds licenses for some of the leading entertainment properties including Cars2, Steffi Love and Squap in addition to being a regional leader in back to school products like Dora (Nickelodeon), The Amazing Spider-Man and Avengers, the upcoming Marvel movie, Mr Men & Little Miss and Steffi Love. All these products are designed and produced by Simba Toys.

Simba Toys plans of expanding this network to over 400 stores in the next 3 years. The network would consist of 1000-1200 square foot stores all over India with plans to extend it to other South Asian countries as well.

Commenting on their new venture, Ben Nabert, Chief Executive Officer India, West Asia and North Africa for Simba Toys has said “While Simba is still young in India; we have already seen robust growth over the past two years. With are forth coming expansion plan we intend to become India’s number 1 toy company. We believe that the toys and games market is highly under serviced and Simba’s world class products along with Exelixi’s operational and marketing skills can help create a high quality shopping option for the consumer” He adds “We believe that this will be a great step towards consolidation in the highly fragmented Indian market where less than 25% business is in the organised sector and less than 10% of the organized sector is serviced by the current top 3 players.”

The toy store chain is slated for launch in summer 2012.

About Simba Toys

In 1982 Fritz Sieber founded the firm of Simba Toys with his son Michael and 5 members of staff. Thanks to well- thought out integration, the SIMBA DICKIE GROUP today combines several successful, independent companies, which all cover different toy segments.

About Exelixi

Exelixi is a young retail focussed venture that helps brands develop and establish themselves in India. Through its advisory and associated services, Exelixi has in the past 3 years worked in various capacities with some of India’sleading retail players in various product categories. Exelixi aims to introduce world leading iconic retail brands focussed on India’s growing and increasingly affluent middle class to provide them products and shopping options hitherto unavailable.

First Published: Wed, December 14 2011. 10:38 IST
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