Dickie Toys receives the German Brand Award 2021

This year marks the sixth year since the launch of the German Brand Award, which pays tribute to consistent brand management and sustainable campaigns and marketing projects.

Dickie Toys was awarded the German Brand Award in the “Brand Strategy” category for its highly successful brand relaunch. The strategy was developed together with our partner “stilbezirk”, a creative agency for branding, communication, digital and content based in Nuremberg.

The brand relaunch was announced with the slogan “Let the fun roll”. The new brand design is reflected in a new logo that visualises the identity of the vehicle brand.

Following the relaunch, our new and unique range of products with clever functions and intricate designs are now sold in three new categories: “Go real” is our collection of realistic vehicle models. The “Go action” collection offers a range of impressive action-packed features, while the “Go crazy” vehicles are defined by their crazy designs and stunning manoeuvres.

Managing Director Oliver Naumann is thrilled to have received the German Brand Award and summarised the key points of the strategy: “Changes in the retail environment and consumer behaviour put our previous strategy to the test. It was time to position Dickie Toys as THE vehicle brand for children in order to be more visible and appealing to the end consumer. Together with our partner “stilbezirk”, a creative agency for branding, communication, digital and content based in Nuremberg that advised us and provided a new perspective, we developed a strategy for our brand relaunch. At Dickie Toys, our goal is to produce creative and eye-catching vehicle designs for children and feature on every child’s wish list.”