An impressive variety
Whether simply mechanical or technically complex - the fascination for everything that drives, floats or flies is clearly noticeable at Dickie Toys. As a long-standing partner of the automotive industry, the toy manufacturer inspires children and parents alike for mobility and encourages the urge to discover and the joy of playing. Official licence partners ensure realistic "just like the real thing" experiences. With an extensive selection, Dickie Toys covers a wide range of themes and accompanies children through all stages of development.
Brand philosophy
Learning and experiencing for young and old.
As a company with over 40 years of experience in the business, we know how to appeal to children of all ages and inspire them to play. Even at an early age, the youngest children start to discover and test out the various play features. This is how Dickie Toys trains the motor skills at the same time as taking the first steps towards road safety education. Whether in the playroom or outdoors, Dickie Toys guarantees to make driving fun.
What makes Dickie Toys unique?
- Creative vehicle designs
Children's imagination knows no bounds! Driven by this mindset, Dickie Toys is always on the lookout for unique and creative ideas. With a passion for innovation, the toy manufacturer produces toys with fun and feature-packed designs that help to improve motor skills and introduce the concept of road safety. - Worldwide availability
Dickie Toys products are available in over 100 countries worldwide, with prices and designs tailored to the needs of each market. - Feature-packed toys
Dickie Toys products are packed with fun features designed to stimulate children’s curiosity. From entertaining water toys to land vehicles and toy helicopters and planes – choose from a diverse range of unique designs and create your own adventure-themed world! - Realistic designs
Dickie Toys vehicles feature realistic designs and functions from everyday life – perfect for pretend play! From toy excavators and helicopters to eye-catching fire engines, each toy is guaranteed to keep children entertained. - Entertaining features
From miniature and fantasy-inspired vehicles to large feature-packed toys with mechanical and electronic functions, Dickie Toys has something for everyone. Each toy is designed to stimulate children’s curiosity and features a simple and child-friendly design – simply unpack and let the fun begin! - Customer focus
Based in the German city of Fürth, Dickie Toys is a family-owned toy company with a passion for toys and innovative ideas. Driven by a customer-centric philosophy, it is committed to making toys that inspire and entertain.
History
The history of the Dickie Toys company
- Wolfgang Sauerborn founds the Sauerborn & Stübinger toy company
- Dickie Toys Hong Kong is founded
- The company is renamed Dickie Spielzeug (Deutschland) and Dickie Toys (International)
- Aged 49, Sauerborn has a fatal accident when his Learjet crashes at Cologne Airport. In October, Simba toys takes the company over. Start of the Simba Dickie Group success story.
- Contract signed between future record Formula 1 champion Michael Schumacher and Dickie Toys
- For the first time in the company's history, Dickie Toys secures a master toy licence from Walt Disney
- Dickie Toys is granted the exclusive RC licensing rights for Disney Pixar's "Cars" and shortly afterwards breaks the million barrier with sales of the "Lightning McQueen (1:24)" product
- Dickie Toys receives the Disney Product Award 2012 – "Product of the Year" for the RC vehicle "Lightning McQueen (1:12)"
- Relaunch of the product and packaging range for RC vehicles
- Dickie Toys is granted the licence for the successful Fireman Sam TV series
- As part of a complete brand relaunch, Dickie Toys appears with a new brand logo and slogan. The company is honoured with the German Brand Award for its successful new brand strategy.
- Successful launch of the Dickie Toys POE displays.
Design & Development
Lovingly designed products
In addition to its in-house product and vehicle designers, Dickie Toys also works with partners from across the automotive industry and toy licensing sector. Working with international colleges and designers, the in-house development team develops exciting products inspired by the latest technology, trends and innovations, with each product range featuring an instantly recognisable design concept.
Customers can choose from the following product ranges, each of which has a unique theme:
From a toy tram to a feature-packed tractor, this range includes a series of officially licensed utility, farm and construction vehicles with realistic designs and features.
The Go Action range includes action-packed vehicles with adventurous designs and realistic light and sound effects.
Discover the crazy world of remote-controlled vehicles with the Go Crazy range! Each vehicle features entertaining functions that are guaranteed to provide hours of fun.
Production
Quality and safety
As a result of many years of cooperation with the Dickie Toys Hong Kong Office and our suppliers in Asia, we are constantly optimising our quality and processes to facilitate sustainable work with efficient use of resources. When manufacturing and finishing products we ensure compliance with international standards. Prior to leaving the factory, each Dickie Toys product is subject to both internal and external quality and safety checks to ensure compliance with legal requirements according to international standards.
