German toy manufacturer Simba Dickie Group has acquired a majority stake in US-based Sunny Days Entertainment, which makes products in categories such as preschool toys, dolls, arts & crafts, vehicles and pop-up tents. Some of its existing licenses include CoComelon, Thomas & Friends, Barbie, Batman, Harry Potter and Scooby-Doo.

With this acquisition, Simba Dickie will be looking to expand Sunny Days’ global presence, as well as firming up its own US foothold. There are no layoffs planned, and Sunny Days co-founders Jim Ruggiero and Melvin Wells (both longtime toy industry vets) will continue to lead the company, according to a release.

Ruggiero and Wells launched Sunny Days in 2012, and the company currently has roughly 150 employees and claims to be ranked among the top 20 best-selling toy companies in the US.

This is the second US acquisition for 40-year-old Simba Dickie, one of Germany’s biggest toy manufacturers. In 2019, it bought LA-based Jada Toys, which makes die-cast collectibles and radio-controlled vehicles and counts Disney, Marvel and DC among its many licensing partners. Simba Dickie reported roughly US$845 million in revenue for 2024, the latest data available.

Image courtesy of Sunny Days Entertainment.