Xilam has chosen the company Simba to support this first merchandising campaign. Simba brings its successful experience in launching toys for pre-schoolers (notably Masha and Mishka and Sam the Fireman), its high-quality standards in designing/manufacturing toys and an international distribution capacity. Simba is also notably the parent company of several well-known brands in the toy sector, including: Smoby, Majorette and Corolle. Xilam signed a Master Toy license agreement under which Simba will pay royalties to Xilam on recorded sales. Simba undertakes to produce a complete range of toys (dolls, vehicles, accessories, etc) for 3-6-year olds, in accordance with a graphic style guide drawn up by Xilam. Simba will handle sales and marketing, in particular, during the last quarters of 2022 and 2023, via advertising campaigns on the main Free TV channels.