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The Simba Dickie Group acquires Sunny Days Entertainment

The Simba Dickie Group has acquired a majority stake in U.S. toy manufacturer Sunny Days Entertainment, LLC, based in South Carolina, in order to further strengthen its position in the American market. In addition to its existing business activities in the United States, the acquisition establishes a new location with a dedicated team and separate business divisions, which will continue to be led by the company’s two founders, Melvin Wells and Jim Ruggiero.

Diverse product portfolio

Founded in 2012 and headquartered in Simpsonville, South Carolina, Sunny Days Entertainment, LLC is a highly dynamic toy company with a diverse product portfolio. Its range spans baby products and animal-themed playsets, role-play toys, impulse items and outdoor products such as bubble toys, sandboxes and water tables, as well as fidget toys, pop-up tents and plastic vehicles featuring light and sound functions.

Founder and CEO Melvin Wells, together with partner and COO Jim Ruggiero, has written an exceptional success story, achieving an average annual growth rate of 25% over the past five years. Today, Sunny Days Entertainment employs around 150 people and ranks among the top 20 toy companies in the United States by revenue.

Taking the company to the next level

Florian Sieber, CEO of the Simba Dickie Group, expressed his great respect for the company’s achievements to date:
“It is impressive what Melvin and Jim have built in such a short period of time. The high competitiveness of the products and what are likely the fastest development cycles for new products in the industry are truly remarkable. Despite their success, both remain highly ambitious and more active than ever. The Simba Dickie Group will support them in taking the company to the next level and continuing its growth. We see significant potential both in the U.S. and internationally.”

Melvin Wells, who will continue to lead the company together with his partner Jim Ruggiero, is enthusiastic about the new opportunities arising from the partnership with the Simba Dickie Group:

“Since our founding in 2012, Sunny Days has focused on solving problems for our retail partners while bringing innovation, joy and fun to millions of children across North America,” said Melvin Wells, co-founder of Sunny Days Entertainment. “With the global reach of the Simba Dickie Group, we look forward to bringing that joy to children around the world.”

Jim Ruggiero, co-founder of Sunny Days Entertainment, added:
“We are excited to grow together with the Simba Dickie Group, which is known for its integrity, honesty and professionalism. Close collaboration in development, production and distribution will help us maintain our industry leadership in customer service, innovation and speed to market.”

Source: Press Release Sunny Days Entertainment

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