Smoby Toys: French Toy Manufacturer Plans Closure of Two Sites and Relocation of Headquarters

French toy manufacturer Smoby Toys is planning to restructure its locations and business organization. The plan, presented to the Social and Economic Committee (Comité social et économique, CSE) on November 6, 2026, includes the closure of the Lavans-lès-Saint-Claude and Massy sites and the relocation of the company's headquarters from Lavans-lès-Saint-Claude to Arinthod in the Jura department. A new showroom with associated sales teams is to be established in Saint-Maurice-de-Beynost in the Ain department. No final decision has yet been made on the proposed measures.

Market Changes and Declining Sales
Smoby Toys attributes the restructuring to declining sales in recent years and structural changes in the toy market. The company points to falling birth rates in its established markets, the growing importance of second-hand toys, intensifying international competition, and rising production and distribution costs. The company intends to adapt its organizational structure to the reduced business volume. No specific sales figures for Smoby Toys were disclosed.

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Workforce Reduction and Site Relocations
As part of the restructuring, the number of employees is expected to decrease from 300 to 287. The planned net reduction of 13 positions represents approximately 4.3 percent of the current workforce. At the same time, the creation of new positions is also planned. Depending on their area of responsibility, employees at the affected sites are to be offered transfers to Moirans-en-Montagne, Arinthod, or Saint-Maurice-de-Beynost.

Production in the Jura Region to Continue
Smoby Toys intends to maintain production in France. According to the company, 75 percent of its toys are currently manufactured in the Jura department. Arinthod is already a production site for plastic toys. The planned restructuring is intended to adjust costs and internal processes while strengthening sales activities. No details were provided regarding specific changes to production capacities or technical equipment.

New Showroom and Next Steps
With the new showroom in Saint-Maurice-de-Beynost, Smoby Toys aims to centralize the presentation of its collections and the coordination of product ranges with retail partners at a new location. The information and consultation process with the CSE must be completed before a final decision can be made on the proposed measures.

Smoby Toys is a subsidiary of the German Simba Dickie Group. At the end of 2025, the group employed approximately 2,400 people worldwide and generated consolidated revenue of EUR 690.8 million in 2025.

More information: www.simba-dickie-group.de, www.smoby.com

Simba Dickie Group GmbH, Fürth, Germany + Smoby Toys , Lavans-lès-Saint-Claude, France

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