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Simba ties up with Exelixi to launch 50 stores in India

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MUMBAI: German toy manufacturer Simba Toys is all set to enter the Indian markets with the launch of 50 multi brand stores in the first quarter of 2012.

Exelixi Management has been roped in as the master franchisee in the country by the Simba-Dickie Group. The company entered India in 2009.

The stores will stock products from Simba Toy’s portfolio and merchandise from other well known brand in other categories. The stores are to measure between 1000-1200 square feet each.

Simba Toys CEO - India, Middle East and North Africa Ben Nabert said, "While Simba is still young in India. We have already seen robust growth over the past two years. We believe that the toys and games market is highly under serviced and Simba’s world class products along with Exelixi’s operational and marketing skills can help create a high quality shopping option for the consumer."

He added, "We believe that this will be a great step towards consolidation in the highly fragmented Indian market where less than 25 per cent business is in the organized sector and less than 10 per cent of the organized sector is serviced by the current top 3 players."

Simba Toys currently has over 80 brands and 3000+ SKUs in India and also holds licenses to properties like Cars2, Steffi Love and Squap and is a leading player in the back to school market.

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