Marktlink Mergers & Acquisitions - EXIT Toys

Description

EXIT Toys, a Dutch developer of outdoor toys and related products has sold a majority stake to German toy manufacturer Simba Dickie Group (of brands including Smoby, Märklin, Steffi and Simba). The partnership is part of the growth strategy of both EXIT Toys and the Simba Dickie Group. The businesses, which together account for revenues of more than 730 million euros, want to further increase their international footprint in the field of outdoor toys. The transaction was overseen by acquisition intermediary Marktlink. Financial details were not disclosed.

EXIT Toys (Dutch Toys Group B.V.) was founded in 2011 by Leopold van Os, Marcel Dijk and Stijn Driever. In less than ten years, the outdoor toy developer and distributor has grown into an international player. The company has 35 employees and achieves revenue of over 30 million euros, 75% of which is international. The toy developer has been among the FD Gazelles for five years in a row. EXIT Toys sells among others through (large) European retailers and e-tailers such as Hornbach, Spiel-Preis.de, OBI Baumarkt and Wehkamp.

Dijk: ''The three of us started developing and selling distinctive soccer goals in 2011. In recent years, the product range has expanded to include trampolines, playhouses and swimming pools. In recent years we have seen a strong increase in demand for high-quality outdoor toys, where the product should not only be functional and qualitative but also aesthetically pleasing. This is the basis of the success of EXIT Toys. The EXIT Toys brand is recognized in the market for this distinctiveness."

Distinctive in dropshipment
Ferry Nahon: "In recent years, the sale of larger products is also increasingly shifting from the classic store to online and through an omnichannel approach. EXIT Toys has cleverly anticipated this by focusing entirely on this from its inception. EXIT Toys has a state-of-the-art dropshipment model through which, on behalf of retailers and e-tailers, it delivers directly to the end user. This sets the company apart and ensures scalability. EXIT Toys' shareholders were looking through Marktlink for an experienced partner for the next phase of growth. That there is a lot of interest in businesses like EXIT Toys became clear from many bids from strategic parties and investors from home and abroad. In the end, the Simba Dickie Group proved to be the most suitable partner for the future.''

Van Os: ''EXIT Toys and the family company Simba Dickie Group have an excellent strategic and corporate cultural fit. With the participation of Simba Dickie Group, we benefit from each other's knowledge and network to jointly accelerate our international growth. At the same time, we will further expand the EXIT Toys brand.''

The family-owned Simba Dickie Group achieved €702.3 million revenue in 2019. One of Europe's top five toy manufacturers, the business has more than 3,000 employees and a toy range comprising more than 4,000 items and 20 brands, including Smoby, Steffi, Majorette and Eichhorn. In recent years, the group has selectively expanded its product and brand offerings through acquisitions. Co-CEO Florian Sieber of Simba Dickie Group on the acquisition of EXIT Toys: "Leopold, Marcel and Stijn are a great team. Together with this friendly and highly competent trio, a good click immediately emerged on a personal level. In the past 9 years they have done an excellent job in building up EXIT Toys. Especially in the online sector they manage to convince with their attractive product range. There is still a lot of potential to be exploited through our joint exchange of experiences."