SMOBY
“Majorette” miniature toy cars by Triumph Adler / European no. 2 toy manufacturer
As part of its new focus on the office communication segment, Triumph-Adler AG (D-90449 Nürnberg; www.triumph-adler.de) divested its French subsidiary Majorette (www.majorette.com) for about EUR 30m to toy manufacturer Smoby group (F-39170 Lavans les Saint Claude; www.smoby.fr). With this take-over, which was completed by the end of July, the international player in the toy manufacturing industry and producer of plastic toy cars and outdoor toys will enhance its product range with injection moulded plastic and metal model cars and equipment as well as a collector´s range of model cars. Smoby expects the total sales volume to grow by about EUR 60m to EUR 300m.
For the fiscal year of 2001/2002 (31.3.), Smoby group reports international toy sales of EUR 185m, plus sales of EUR 23m reported for the packaging sector. The company´s annual report indicates that the French market with EUR 70m again represented the highest sales volume for toys and games, however, compared with the previous two years, figures are stagnating. Other European countries posted sales of EUR 100m, up 7%, while the remaining non-European market saw a 25% increase but a rather modest turnover of EUR 15m. With growth of 3% to EUR 19.5m, the group´s pretax profit was slightly up on the previous year. The existing number of 1,400 employees was stocked up by about 860 Majorette employees.
With the acquisition of the “Majorette” and “Solido” brands, which represent more than 7% of the French toy market, Smoby expects to consolidate its position as a leading manufacturer of toys and games in the French market. The company claims to have advanced to second place in the league of European toy manufacturers and to have secured a place amongst the top ten players in the global toy market. With Jean-Christophe Breuil, grandson of the company´s original founding father at the top, the group plans to continue along the lines of internal and external expansion. The new strategy is supported by the recently implemented marketing structure and a reinforced international sales network.
For the fiscal year of 2001/2002 (31.3.), Smoby group reports international toy sales of EUR 185m, plus sales of EUR 23m reported for the packaging sector. The company´s annual report indicates that the French market with EUR 70m again represented the highest sales volume for toys and games, however, compared with the previous two years, figures are stagnating. Other European countries posted sales of EUR 100m, up 7%, while the remaining non-European market saw a 25% increase but a rather modest turnover of EUR 15m. With growth of 3% to EUR 19.5m, the group´s pretax profit was slightly up on the previous year. The existing number of 1,400 employees was stocked up by about 860 Majorette employees.
With the acquisition of the “Majorette” and “Solido” brands, which represent more than 7% of the French toy market, Smoby expects to consolidate its position as a leading manufacturer of toys and games in the French market. The company claims to have advanced to second place in the league of European toy manufacturers and to have secured a place amongst the top ten players in the global toy market. With Jean-Christophe Breuil, grandson of the company´s original founding father at the top, the group plans to continue along the lines of internal and external expansion. The new strategy is supported by the recently implemented marketing structure and a reinforced international sales network.
14.08.2003 Plasteurope.com [14298]
Published on 14.08.2003