The Simm Marketing GmbH arised from the company Richard Simm & Sons which was established by Richard Simm in Gablonz (Czech Republic) in the year 1926. The company’s aim was production and distribution of fashion jewellery and right from the start the production basis was plastics processing. In the year 1952 the company settled as Richard Simm & Sons GmbH & Co. KG in Karlsruhe.

With the new proprietor Friedrich Söhn (1965) the development, production and distribution of plastic toys started under the brand SIMEX. Mr. Gerd Nowatius (1966 to 2003) played an important role in the successful development of the toy section.

Mr. Joachim Söhn – proprietor since 1982 - took over the business management in the year 1984.

In 1989 the Lena Spielwaren GmbH was purchased in Roth and incorporated in the company.

In 1996 the new logistic center was formed in Roth-Eckersmühlen; with its opening the transfer of production, store house and distribution from Karlsruhe to Roth took place.

In 1997 Mr. Joachim Söhn founded the subsidiary Lena hracky s.r.o.  in the Czech Republic together with two young Czech engineers (Manfred Nevrela and David Klösel). The aims of the foundation were the supply of the East European toy market and the more cost effective production of plastic toys compared to Germany.

In 1997 the products of the SIMEX brand were changed into the LENA brand.

At the end of the year 1999 the product lines of the brands Bolz and Darda were incorporated in the Simm assortment.

In 2000 the transfer from Karlsruhe to Roth was done; administration, product development and distribution also moved to Roth. In the beginning of the year 2000 Michael Söhn came to the company; since then he has been responsible for the realisation of the product development and influences considerably the outer appearance of our articles.

On 1^st January 2001 the toy sector was transferred from Richard Simm & Söhne GmbH & Co. KG to Simm Marketing GmbH.

Mid 2005 the plastic production ended in Roth-Eckersmühlen; since then the plastic brand LENA has been manufactured predominantly at Lena hracky s.r.o. in the Czech Republic.

In March 2005 Simm Marketing (HK) Ltd. was established in Hong Kong; the company supports mainly the acquisition and the handling of direct supplies to our customers.

In 2007 the third generation entered the company with Thomas Söhn. Today the family company has the product lines Lena®, Darda® and Bolz®. The company develops new products for all three brands. The toys are sold mainly in Germany and in the European neighbour countries, about 10 % of the turnover is generated in overseas countries (USA, Australia, Japan and so on).  At the moment Simm Marketing GmbH in Roth employs 40 persons and 2 trainees. The group has more than 100 employees totally.