History

The toy brand LENA came from the products of the companies Karlemann Kuschka in Roth and Richard Simm & Söhne in Karlsruhe. The LENA® line was developed only in 1981 and recorded in the trademark register.

In 1965 Richard Simm & Söhne began with the development and production of toy articles under the brand “SIMEX”. The first articles were thread beads packed in transparent cassettes.

In 1968 the most popular SIMEX toy followed – the safe. To date nearly 4 million pieces of this article were sold worldwide. End of the 60s the Funny Acrobats were followed by the Miniboys - the first world built out of small figures.

Mid of the 70s the first creative articles were introduced. Within 10 years hundreds of thousands of knotting articles were sold. After the knotting, pictures to stitch followed; the motives were pre-printed on a plastic grid.

After the Cascade Marble tracks, bike accessories and pre-educational toys, educative articles followed such as drawing boards, magnetic letters and so on.

In the year 1982 the assortment of Karlemann Kuschka was incorporated in the newly founded Lena Spielwaren GmbH. The heavy weights were the “Powerful Giants”. In the following years the assortment of construction site vehicles has been continuously expanded.

In 1989 both assortments were combined. New vehicle lines followed successfully on the market, for example the “Active Ones”, the “Powerful Giants” and the “Mini Compacts”. Additionally to the plastic toys the line of the creative articles has been permanently extended. The last highlights were the threading technique “Scoubidou” and jewellery articles.

Today plastic and creative products were offered under the brand LENA. The emphasise of the plastic products is on the building site vehicles of a length between 10 and 63 cm. The creative articles are characterised by a wide variety of craft techniques and the used materials.