Tactic Group Strengthens Its Position and Expands into Germany with a Significant Business Acquisition
Tactic Games Oy and the international Simba Dickie Group have signed a business acquisition agreement, under which the production of Heros toys and wooden game components in Germany was transferred to Tactic’s ownership on January 31, 2025. Heros is an iconic German toy brand, with its factory producing toys for over 120 years.
Following this acquisition, Tactic has taken over the responsibilities for all employees, properties, and equipment of Heros GmbH & Co. KG at the factory located in Lam, in the Bavarian Forest region. At the same time, strong German toy brands Heros and Lorenz have become part of Tactic’s portfolio. The newly established Heros Wooden Toys GmbH, now part of the Tactic Group, will continue the production of Heros wooden toys and game components at the German factory.
Sustainable and High-Quality Wooden Products from Germany
“We highly value Heros’ strong brand and the unique expertise of the local team in wooden product manufacturing. Their commitment to quality and responsible production perfectly aligns with our vision. We are excited to continue the rich legacy of Heros,” says Lauri Nieminen, CEO of Tactic Games Oy.
“We look forward to developing new products and continuing the factory’s long history for decades to come. This acquisition is also a significant step for Tactic’s expansion into the German market.”
Simba Dickie Group has owned Heros wooden toys since 2010, but due to a challenging market environment, it has not been able to fully utilize the factory’s production capacity in Germany.
“We have been looking for a solution that also secures our employees’ jobs, and we are very pleased to have found the perfect partner in Tactic Games Oy,” says Florian Sieber, CEO of Simba Dickie Group.
“Tactic’s background as a family-owned company and their commitment to toy manufacturing make them the ideal successor to Heros’ legacy,” Sieber continues.
Tactic Group Continues Strong Growth in Europe
Last year, Tactic Group’s revenue grew by approximately 20%, and this year, it is expected to increase by over 20% again. This growth comes from both acquisitions and organic sales development in existing markets.
Following the acquisition, Tactic now has four toy factories in Europe, three of which are located in Finland. These include:
- Tactic Games board game factory
- Mölkky wooden game factory
- Plasto toy factory
All Finnish operations will continue as usual.
About Tactic Games Oy
Tactic Games Oy is a Finnish family-owned company, founded in 1967. It operates three factories in Finland, where it produces popular board games such as Alias and Kimble, puzzles, children’s books, wooden games like Mölkky, and high-quality Plasto toys.
The Heros wooden toys are manufactured in Germany, along with high-quality wooden game components for well-known game industry companies.
Tactic develops, manufactures, and distributes its own strong brands. In addition to games and toys, Tactic owns Mölkky Oy, which produces Mölkky games made from Finnish wood in Pori. The group also includes Swedish company Bex Sport, specializing in outdoor games, sports products, and large table games.
Tactic is a distributor of leading international brands in the Nordic and Benelux markets. The company currently employs over 200 people in ten different countries.
Tactic Group Includes:
- Tactic Games – A nearly 60-year-old Finnish family business, continuing strong growth in the toy and game market, with sales units in ten countries.
- Heros – Over 120 years of wooden toy manufacturing, now continuing under Tactic.
- Plasto – A 70-year-old Finnish toy brand, known for its sustainable and durable plastic toys.
- Mölkky – A rapidly growing outdoor game brand, especially popular in Europe and Asia.
- Bex Sport – A 40-year-old Swedish company, specializing in outdoor games and sports products.
About Heros GmbH & Co. KG
Named after its founder Herrmann Rossberg, Heros began toy manufacturing in Lam in 1903. Before that, the site had operated as a sawmill since the 1300s. Heros is known for its high-quality wooden toys and game components under the Heros and Lorenz brands.
In 2010, Heros became part of the German Simba Dickie Group, which continued production in Lam. In January 2025, Heros transitioned to Tactic Group through this business acquisition. The factory currently employs over 50 people.
About Simba Dickie Group
Simba Dickie Group is one of the five largest toy manufacturers in Europe, operating internationally with approximately 2,600 employees. The family-owned company was founded in 1982 by Fritz and Michael Sieber, and since May 1, 2021, it has been led by CEO Florian Sieber, representing the third generation of leadership.
