Company Profile - Dimian

Dimian keeping it in the family

Originating in Milan in 1959, Dimian specialises in the production of dolls, doll’s accessories and interactive plush. Vice president Michele Röthling spoke to Toy World about the company and its move into the UK market with newly appointed distributor SJR Associates.

Can you give us an overview of how the company came about?

I joined Dimian as the third generation of my family to do so, and now hold the role of vice president. The company origins date back to 1959, when the Besana Family founded Mebetoys, specialising in the production of diecast items. The company was so successful that in 1969, it was bought by Mattel, and the Hot Wheels brand was produced in the Milan facility. In 1972, the company changed its name to Bburago. Then in 1976, my grandfather, Ugo Besana, decided to leave and establish Dimian, which began to produce metal items such as toy ironing board and prams.

How did the company’s portfolio develop into what it is today?

My mother, Antonella, started working for the company and met my father Dirk Roethling at Nuremberg Toy Fair, while he was working for Zapf. They decided to combine their expertise, and Dimian increased its product portfolio to include both dolls and prams. Once Ugo retired in 1996, Dirk and Antonella moved the company headquarters to Germany and production from Italy to Hong Kong, to support the strong and steady growth of the company.

So, Dimian has become a truly international company?

Indeed, we now have offices in Italy, Germany and Hong Kong, where there is a fantastic 4.500 sq ft showroom. We are proud to have a team of experienced staff across the world. Many have worked for us for over 20 years, but all of them are dynamic and innovative and very attentive to customer needs.

Can you tell us about the Dimian product range?

We offer an extensive selection of dolls; within our portfolio, customers can find dolls for a wide variety of ages and price points, all of them designed in Italy with beautiful outfits and packaging. The dolls have different features, with everything from a basic doll with a simple sound feature to dolls that can walk, or speak, or dance. We are also proud to produce a range of localized dolls, which can speak in the language that the customer prefers. We have more than 30 different languages to choose from.

Dimian’s range of prams and strollers is also wide ranging and impressive: there are many different sizes, shapes and styles to satisfy the needs of all customers. We ensure an up to date offering thanks to regularly refreshed fabrics and accessories.

Our mission is to create toys that make children happy. Our designers and marketing experts constantly research and study the market to ensure we create new and innovative products each season.

Is dolls and dolls’ prams still at the heart of the company’s core offering?

We have expanded our portfolio with an interactive plush line, which launched four years ago. This began with the Luna the Unicorn which has been one of our greatest successes; it is sold all over the world and we regularly receive repeat orders, because kids really love it. Following the success of Luna, we invested in the development of the interactive plush range, which now comprises Hugo the Bear, Lola the Elephant, Betty the Cat and Tino the Dinosaur. For Christmas 2021, we are introducing a beautiful Daisy the Fawn.

How has the company addressed the sustainability issues that are so important to today’s consumer?

When we create products, respect for the environment is a top priority. We pay maximum attention to the raw material selected, and to the production process. We are proud that our packaging is made from 85% of recycled material, and we hope to make that 99% in the next few years.

How can UK retailers find out more about stocking your range?

To take the business forward, we have appointed Ria and Steve Richardson of SJR Associates to handle all UK and ROI sales. For more information, I invite your readers to contact them by emailing sales@sjr-associates.co.uk or by telephoning 07877443733 or 07850779797.