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WELCOME TO SIMBA MIDDLE EAST

Playing is a part of life for everyone, regardless of age or background. In one way or another everyone enjoys the benefits and opportunities playing brings into their lives.

Children learn by playing with toys. Playing with toys stimulates their power of concentration and develops their ability to work towards a goal.

Toys are more than just goods and products. They play an important role in our society, concerning social, cultural, economic and political terms. They help children to develop their social skills, to grow into the world of adults – and even help adults find their inner child. Young people hone their communicative skills through playing: they benefit from group dynamics and develop social intelligence. Grown-ups find playing a form of relaxation and entertainment and see it as a means to acquire new knowledge.

Developing and manufacturing toys for children means working in a sensitive area, since consumers – our customers – expect not only the highest quality, but absolute product safety as well. They require environmentally friendly products and a respectful interaction with our planet’s resources.

The only way to guarantee this, is to act in a fair and sustainable manner at all times, everywhere. Fairness is a core value for us – whether dealing with our customers, suppliers, business partners or employees. We pursue this approach at all times and everywhere, within the Middle East, North Africa or India.

Feel welcome and be in good hands with our Toybox Tales.

Ben Nabert

JOURNEY INTO THE MIDDLE EAST

Ben Nabert moved to the Middle East from Germany in 2002, having had a successful motorsport career since the age of 12 and winning countless international accolades and titles.

After building up a partnership selling toys for small children in Germany, his sole desire was to provide the Middle East with safe, high quality, educational toys. Toys that would capture the essence of childhood and let each child’s imagination run wild.

He founded ‘Happy Learning Middle East’ in Dubai and began his journey into a venture with the SIMBA DICKIE GROUP. Thus Simba Middle East was born.

Today, Simba Middle East distributes thousands of products throughout the region, as well as Northern Africa and India. All products proudly carry the safety standards of the SIMBA DICKIE GROUP and are of the highest quality.

With over 150 employees in Middle East, North Africa and India, subsidiaries in Saudi Arabia and Qatar, and representative offices in Bahrain and Oman, Simba Middle East is now one of the region’s biggest toy distributors. The grand opening of offices and warehouse facilities in Jebel Ali Free Zone (Dubai) allows Simba Middle East to continue its expansion as the demand for great toys in the region grows. Offices in India were officially opened on 9 April 2010, recognizing the strong ties to the continent.

A highlight of the introduction to the Indian market is acquisition of the global license from ICC for the Cricket World Cup 2011. Hosted in the Indian sub-continent, the SIMBA DICKIE GROUP are producing the ICC mascot ‘Stumpy’ and expect interest to be high given the popularity of cricket in the region.

MoroccO

Tunisia

Algeria

Libya

EgYPT

Lebanon

Syria

Jordan

Bahrain

qatar

saudi arabia

UAE Oman

yemen

iraq Iran

pakistan

sri lanka

india

Kuwait

Play without BordersOUR CUSTOMERS

UAE: A.S.I. Atlantis, Abu Dhabi COOP, Aswaaq, Auchan, Babyshop, Bin Saifan Freej Kiosk, BMA / Red Tag, Borders,Carrefour Express, Carrefour, Color Land, Dubai Duty Free, Early Learning Center, For You GT, Fun City, Geant, Glory Horizon, Gulf Greetings, Hamleys, Kidzania, Lulu, Magic Planet, Magrudy’s, Max, Megamart, My Book Store, Panda, Safer Group, Sega Republic, Sharjah Duty Free, Spinneys, Strandbags, The Book Shop Alain, Tradegate ME, TRU, World Sun Gift and Worldmart

Kingdom of Saudi Arabia: Al Musbah Trading, ALl Othaim KSA, Babyshop KSA, Bin Dawood Group, BMA / Red Tag, Carrefour KSA, Danube, Lulu KSA, Max KSA, Obeikan, Panda KSA, Teen Town Toys, Tihama, TRU KSA and others

Kuwait: Baroue, Carrefour, Duty Free, Safari House General Trading, Tamdeen Ent., The Sultan Center and TRU

Qatar: Al Safeer Qatar, Babyshop Qatar, BMA / Red Tag, Carrefour Qatar, Early Learning Center Qatar, Gulf Greetings, Lulu Qatar, MAX Qatar, Qatar Duty Free, TRU Qatar, Virgin and Woqod

Bahrain: Carrefour, Geant, TRU Bahrain, and Lulu

Lebanon: Noni Liban, Raymond Edu and Toy Market

Jordan: Carrefour Jordan and The Sultan Center Jordan

Syria: Bahri Group

Iraq: ASK Iraq

Iran: Global Brand Toys and Nini Salon

Pakistan: Multiple Trading House

Libya: Alam Al Alaab

Tunisia: 4M Media and CRD

Algeria: Area Com

Morocco: CIEC

Egypt: Al Kawther Group, Carrefour Egypt, TRU Egypt, El-Zayat, CECIL International Corp,Al Arab for Importing & Trading, and Modern Office For Import

Oman: Carrefour Oman, Lulu Exports Oman, The Sultan Center Oman and TRU Oman

Sri Lanka: Maleehas Trading ODEL

distributors

Subsidiaries

India: Modern Agencies, Agarwal Business House(Crossword Franchise), Shree Mahalakshmi Trading Co., Sri Venkateshwara Enterprises, Cute Agencies P Ltd, Shubhi Toy’s, Harsh Rolling Mills Pvt. Ltd, Equator Trade House, Alok Enterprises, Sunny Industries, Sunny Industries, Pantaloon Retail India Ltd., HYPERCITY RETAIL (INDIA) LTD., Living Media (I) Ltd., Landmark Ltd., Reliance Leisures Ltd, Reliance Lifestyle Holding Ltd. (Hamleys), Aditya Birla Retails Pvt. Ltd., Mahindra Retail P Ltd, Odyessy India Ltd, Simurge Appliance Pvt. Ltd (Crossword Frachisee), Lifestyle International P Ltd, Gifting Idea, Cherin Jolly, Shopper’s Stop Ltd, KARMALLY’S, and Chhotabhai Retailing India Pvt. Ltd.

OUR SAFETY GUARANTEEOUR QUALITY STANDARDS

"THE HIGH QUALITY OF OUR PRODUCTS IS REFLECTED IN THE NUMEROUS AWARDS WON BY THE COMPANY."

The SIMBA DICKIE GROUP has created a workplace environment where employees take visionary ideas and turn them into competitive, market-ready products. The quality of the products is of utmost importance and is never compromised.

When selecting materials, we constantly think about potential health issues. We only choose high-grade, top quality materials that are suitable for children.

Our materials are always made to the latest standards. Water-based colours are used on wood; while plastic toys are made according to cutting-edge and physiologically approved standards. Environmentally friendly materials are used wherever possible.

In order to protect resources, all waste products from the production process either flow directly back into production or are recycled into products such as fuels.

Our employees strire to further better their education, particularly in areas such as pedagogy (the art of teaching) and psychology. This enables them to continue developing products that are beneficial to children and fun to play with.

The high quality of our products is reflected in the numerous awards won by the company, including “Top 10 Toys of the Year”, “Golden Hobby-Horse” and the “Toy Fair Awards”.

Since 2008, we are among the first toymakers worldwide to guarantee that our wooden toys range is made using environmentally sound practises. The entire range is certified by the International FSC (Forest Stewardship Council).

Safety is as important to us as quality. We do everything in our power to ensure our toys represent no danger to children.

Production takes place at several global operational sites where we maintain direct control over toy safety. Inspec-tions can take place at any time, where we check that our high quality standards are constantly being adhered to.

We combine cutting-edge production technologies in our domestic and foreign operations with innovative designs to ensure the endurance and safety of all the toys we produce.

Emphasis is placed on the conditions under which our products are produced, and we work with globally recognized testing institutes to confirm compliance with international safety standards.

Social responsibility plays a key role in all our operations. Of particular importance is the prevention of child and woman labour abuse in our toy manufacturing. We support “Fair Spielt” (Fair Play) which calls for the respect of human rights and core labour standards in the toy industry, and belongs to the International Council of Toy Industries (ICTI).

Our toys bear the CE symbol, which means they meet European standards. In addition, all the toys we manu-facture meet EN71 standards, having been thoroughly tested for quality and safety and successfully passed. All of our products meet the internationally relevant standards for toys.

ALL THE TOYS IN THE WORLD

"GOING ONE STEP FURTHER AGAIN, SIMBA MIDDLE EAST ALSO MANUFACTURES CLIENT SPECIFIC TOYS."

SIMBA Middle East offers the whole and comprehensive range of 4,000 high-quality products for infants, kids, tweens and teens of the SIMBA DICKIE GROUP and some specials as well:

The ever famous DISNEY® Plush range, the incredible portfolio of SIMBA Middle East stationery™ products, the successful activity toy: squap™ - powered by Nickelodeon & MTV India; design & production of mascot & stationery™ products for the ICC Cricket World Cup 2011, licensee of Marvel in India, design & development as main supplier of Emirates Airlines for the In-Flight-Kids-Program, lounge concepts and merchandise worldwide.

The DISNEY© PLUSH range is exclusively supplied by Simba Middle East to the countries under its dis-tribution. This fun range brings Disney characters to life and encourages children to create new adven-tures or become participants in the tales.

Simba Middle East also carries a large range of stationery, ensuring that all aspects of a child’s education are catered for. Comfortable backpacks in fun styles make school all the more enticing and the simplest items, such as pens and pencils come in a variety of designs.

Going one step further again, Simba Middle East also manufactures client specific toys, such as the ICC 2011 Cricket World Cup mascot and Emirates Airline stuffed animals. Whatever the toy needs, Simba Middle East aims to provide.

In 1982, Fritz Sieber had a vision of creating a business that would stand the test of time. Learning from the experience and traditions taught by his own father, Fritz Sieber created the Simba Toys Company with his son Michael and only five employees…and so their success story begins.

Thanks to prudent company mergers, the SIMBA DICKIE GROUP now incorporates several successful, independent companies that cover all areas of the toy market. The SIMBA DICKIE GROUP knows what makes a toy so attractive to a child, why so many happy memories are created during playtime. They know how important toys are in educating and stimulating the minds of children.

This knowledge led the Group to make strategic acquisitions and company mergers that have resulted in tremendous growth. There are now over 3,500 employees and head offices in Fürth, the hub of the German toy industry, Lavans in France, and in Hong Kong since 1984. The international expansion opened the door to foreign sales which now comprise over 70% of the whole turnover for the SIMBA DICKIE GROUP. Subsidiary companies now exist in over 22 countries worldwide.

The takeover of French toy giant SMOBY in 2008 cemented the SIMBA DICKIE GROUP as one of the largest toy manufacturers and distributors in the world. Now, over 4,000 items are produced that cover all aspects of the toy industry.

The SIMBA DICKIE GROUP has found success in achieving Fritz Sieber’s vision and aims to continue creating happy childhood memories for years to come.

- 1982 SIMBA TOYS - 2004 BIG

- 1993 DICKIE SPIELZEUG - 2006 NICOTOY

- 1998 EICHHORN - 2008 Smoby

- 1999 SCHUCO - 2010 MaJorette

- 2001 NORIS SPIELE - 2010 Heros

WWW.SIMBA-DICKIE-GROUP.DE

FOUNDED BY FRITZ SIEBER WITH HIS SON MICHAEL

the HISTORY OF THE SIMBA DICKIE GROUP:

thank you

ISAbella, Julien, Mickie, Ryan, Reangelo, Kiara,Aimie, Marrah, Franzi, Tibby, Amon

CONTACT US

Simba Toys Middle East FZCOPO Box 61106Dubai - UAE

Fon: +971 4 880 99 80Fax: +971 4 880 99 81

info@simbatoys-me.com

Simba KSAEast Saba Trading KSA Establishment

PO BOX 126 443Jeddah - 21352 KSA

ksa.office@simbatoys-me.com

Simba India Simba Toys India Pvt. Ltd

903 Meadows - Saharplaza Complex Andheri-Kurla Road - Andheri East

Mumbai 400001- Indiaindia.office@simbatoys-me.com

Simba North Africa Simba Toys North Africa SARL

Bureau n°3, Plateforme n°2, Lot 140Zone Franche Logistique

Zone Franche Ksar Al MajazTanger - Maroc

info@simba-na.com

Simba QatarSimba Toys Middle East

PO Box 5060Doha - Qatar

qatar.office@simbatoys-me.com