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history2018-09-18T09:26:18+00:00

SIMM toys. Company with great tradition

SIMM toys. Company with great tradition

SIMM toys. German quality standards. Czech production. For about 50 years, the family-owned company has set standards in the production of high-quality plastic or metal toys as well as creativity products. At the company’s headquarter in Roth near Nuremberg around 50 employees in the fields of product development, marketing, sales and logistics ensure the success of its own labels LENA®, DARDA® MOTOR & Bolz.

SIMM Spielwaren. Growing up with quality.

SIMM toys. Company with great tradition

SIMM toys. German quality standards. Czech production. For about 50 years, the family-owned company has set standards in the production of high-quality plastic or metal toys as well as creativity products. At the company’s headquarter in Roth near Nuremberg around 50 employees in the fields of product development, marketing, sales and logistics ensure the success of its own labels LENA®, DARDA® MOTOR & Bolz.

SIMM Spielwaren. Growing up with quality.

ORIGIN

1926

  • The SIMM Spielwaren GmbH arised from the company Richard Simm & Söhne GmbH & Co. KG
  • The company’s aim was the production and distribution of fashion jewellery and right from the start the production basis was plastics processing
  • With the new proprietor Friedrich Söhn (1965) the development, production and distribution of plastic toys started under the brand SIMEX.
  • Mr. Gerd Nowatius played an important role in the successful development of the toy section

THE BRAND SIMEX

1965

THE BRAND SIMEX

1965

  • With the new proprietor Friedrich Söhn (1965) the development, production and distribution of plastic toys started under the brand SIMEX.
  • Mr. Gerd Nowatius played an important role in the successful development of the toy section

LENA®

1989

  • Mr. Joachim Söhn – proprietor since 1982 – took over the business management in the year 1984
  • Acquisition of LENA Spielwaren GmbH in Roth and incorporation in the company
  • 1996: The new logistic center was formed in Roth-Eckersmühlen; with its opening the transfer of production, store house and distribution from Karlsruhe to Roth took place
  • Founding of Lena hracky s.r.o.: The aims of the foundation were the supply of the East European toy market and the more cost-effective production of plastic toys

New logistic centre & subsidiary

1996/1997

New logistic centre & subsidiary

1996/1997

  • 1996: The new logistic center was formed in Roth-Eckersmühlen; with its opening the transfer of production, store house and distribution from Karlsruhe to Roth took place
  • Founding of Lena hracky s.r.o.: The aims of the foundation were the supply of the East European toy market and the more cost-effective production of plastic toys

LENA®, Bolz, DARDA® MOTOR & company move

1997 – 2000

  • 1997: The products of the SIMEX brand were changed into the LENA® brand
  • At the end of the year 1999 the product lines of the brands Bolz and DARDA® MOTOR were incorporated into the SIMM assortment
  • In 2000 the transfer from Karlsruhe to Roth was done; administration, product development and distribution also moved to Roth
  • On 1st January 2001 the toy sector was transferred from Richard Simm & Söhne GmbH & Co. KG to SIMM Spielwaren GmbH
  • Mid 2005 the plastic production ended in Roth-Eckersmühlen and was transferred to LENA® hracky s.r.o.
  • In March 2005 Simm Marketing (HK) Ltd. was established in Hong Kong; the company supports mainly the acquisition and the handling of direct supplies to our customers

spin-off & refoundation

2001 – 2005

spin-off & refoundation

2001 – 2005

  • On 1st January 2001 the toy sector was transferred from Richard Simm & Söhne GmbH & Co. KG to SIMM Spielwaren GmbH
  • Mid 2005 the plastic production ended in Roth-Eckersmühlen and was transferred to LENA® hracky s.r.o.
  • In March 2005 Simm Marketing (HK) Ltd. was established in Hong Kong; the company supports mainly the acquisition and the handling of direct supplies to our customers

third generation

2007 – 2009

  • 2007: Mr. Thomas Söhn joins the company
  • 2009: Mrs. Carola Söhn joins the company
Das Bild zeigt das Firmengebaeude von SIMM Spielwaren GmbH in Roth bei Nuernberg.

Today the family-owned company sells the product lines LENA®, DARDA® MOTOR and Bolz. The company develops new products for all three brands. The toys are sold mainly in Germany and in the European neighbour countries, about 10 % of the turnover is generated in overseas countries (USA, Australia, Japan and so on). At the moment SIMM Spielwaren GmbH in Roth employs about 50 persons. The group has more than 170 employees totally.

Top quality
Logo Lena Spielwaren

Today the family-owned company sells the product lines LENA®, DARDA® MOTOR and Bolz. The company develops new products for all three brands. The toys are sold mainly in Germany and in the European neighbour countries, about 10 % of the turnover is generated in overseas countries (USA, Australia, Japan and so on). At the moment SIMM Spielwaren GmbH in Roth employs about 50 persons. The group has more than 170 employees totally.

Logo Lena Spielwaren
Top quality