Simba Dickie Group has acquired a majority stake in Sunny Days Entertainment, formalizing a strategic partnership to accelerate the company’s global growth while maintaining its current leadership, team, and operations.
Founded in 2012 and headquartered in South Carolina, Sunny Days Entertainment continues to be led by co-founders Melvin Wells and Jim Ruggiero, who oversee day-to-day operations and serve on a newly formed board of directors. The company’s existing offices, logistics infrastructure, and staff remain unchanged.
“We are very pleased that both Melvin Wells and Jim Ruggiero will continue to lead operations, and that the entire Sunny Days team will remain on board to carry this remarkable success story forward,” shares Florian Sieber, CEO of Simba Dickie Group.
Sunny Days Entertainment has built a broad, multi-category portfolio spanning lights-and-sounds vehicles; bubble, backyard, and outdoor play; impulse and sensory toys; playroom tents; board games; role-play products; dolls and doll accessories; and a strong assortment of baby and toddler products, including bath toys, early learning items, and potty training solutions.
“Since our start 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,” says Wells. “With the worldwide reach of Simba Dickie Group, we are excited to bring that joy to children all over the world.”
The company employs approximately 150 people and ranks among the top 20 toy companies in the U.S. by sales, with an average annual growth rate of roughly 25 percent over the past five years.
“It’s impressive what Melvin and Jim have created in such a short time. …Despite their achievements, they both remain as active and ambitious as ever,” adds Sieber. “Simba Dickie Group will support them in taking the company to the next level and continuing its growth. We see great potential in the U.S. as well as internationally.”
Sunny Days Entertainment cited Simba Dickie Group’s global reach and manufacturing capabilities as key factors in expanding the brand’s presence beyond North America, while maintaining innovation, customer service, and speed to market as the company grows internationally.
Learn more about Sunny Days Entertainment at sunnydaysent.com.
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