German toy retailer Simba-Dickie Group is on expansion mode in India, planning 50 new Simba Toys stores across the country in early 2012.

Through a partnership with Indian company Exelixi Management, Simba-Dickie plans to be the largest toy store chain in the country with its launch of 50 stores in January to March.

“While Simba is still young in India, we have already seen robust growth over the past two years. With our forthcoming expansion plan we intend to become India’s number one toy company,” said Ben Nabert, CEO, Simba Toys for India, West Asia and North Africa.

“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. We believe that this will be a great step towards consolidation in the highly fragmented Indian market where less than 25 per cent business is in the organised sector and less than 10 per cent of the organised sector is serviced by the current top three players,” Nabert said.

Currently, Exelixi is appointing franchisees for the same and is organising roadshows and events in various cities for signing up small entrepreneurs keen on participating in this new venture.

Simba toys which has entered India in 2009, plans to reach more than 400 stores in the next three years. Each store is projected to measure 1000 to 1200sqft. Further expansion is planned in South Asian markets.

Simba toys designs and produces more than 80 brands which includes Dora (Nickelodeon), The Amazing Spider-Man and Avengers, the upcoming Marvel movie, Mr. Men & Little Miss and Steffi Love. In India, it offers more than 3000 SKUs.

Simba Toys was founded in 1982 by Fritz Sieber with his son Michael and five members of staff.

GB