Company History
How it all started
In 1961, Heinrich Bauer founded his company in Nuremberg, the heart of the toy industry. Initially, the focus was on the exclusive import of renowned toy brands from Western Europe, the former GDR, and Asia. However, his passion for the industry began years earlier: through his work as a sales representative for a French toy manufacturer and numerous stays abroad, he gained inspiration and valuable contacts.
Expansion to Asia
As early as 1962, Heinrich Bauer opened a branch in Hong Kong - the central point of contact for the Asian market. In 1988, the company set another milestone: with the establishment of its own plush production and plush weaving mill in China, the step from retailer to manufacturer was completed
We succeeded in gaining the May Cheong Group - today one of the largest producers of model cars and remote-controlled vehicles - as a partner back in 1970. Since then, we have been successfully selling model cars and R/C vehicles of the Maisto brand in Germany and Austria.
In 1990, another important partnership followed with INTEX, the world's leading manufacturer of pools, air mattresses and inflatable spas. Since 1991, we have been the exclusive distributor of this brand's high-quality products on the German toy market. In 2025, we were then appointed as the official global INTEX exclusive distributor for the German and Austrian markets, which is another milestone for us.
New Markets and Milestones
In 1996, Bauer opened its own office in Moscow to strengthen its presence in Eastern Europe. This was followed in 2004 by the opening of its own production facility for the building block range, which has been continuously expanded ever since.
In 2003, a decisive step was taken with the takeover of the traditional company J.G. Schrödel. The Nuremberg-based company, which had specialised in toy pistols and rifles since 1846, enabled Bauer to enter a completely new market segment.
In 2006, Bauer took over the Sohni-Wicke company to round off its product range - including its production facility in Hattingen, the company's first own production facility in Germany.
Another highlight was set in 2009: the introduction of the Bauer Exclusive Edition. These handcrafted model cars on a scale of 1:12 and 1:18, consisting of up to 1,900 individual parts, are detailed masterpieces for collectors and enthusiasts
Generational change in the company leadership
In 2010, Pia Bauer, daughter of company founder Heinrich Bauer, took over the management of the company. Since then, she has managed the company together with COO Harry Enßner. Marc Reinhoffer is responsible for the company’s finances.
Exclusive Partnership with Bburago
Since 2020, Bauer has been the exclusive distributor of Bburago model vehicles in Germany and Austria. The brand is known for its high quality, functional details, and authentic designs. The product range includes current car models, race cars, cult classics, and a wide selection of Ferrari models.
Warehouse Expansion in Igensdorf
In 2021, the central warehouse in Igensdorf was expanded with a modern high-bay warehouse. This expansion increased storage capacity and optimized product availability for customers.
Expanding the Portfolio with Innovative Brands
Bauer continues to expand its product range by bringing innovative brands exclusively to Germany and Austria.
Since 2022, the Italian brand HEADU has enriched the portfolio with creative educational games for children aged 0 to 12. Especially the Montessori-inspired games support social, cognitive, and language skills through play. A particular highlight is the sustainable Ecoplay line, made entirely without plastic from recycled materials, offering eco-friendly fun.
In 2025, the Australian brand MADMIA followed, drawing attention with its colorful, eccentric socks. With wild patterns, vibrant colors, and creative designs, MADMIA makes a bold fashion statement. These playful and unique socks bring joy to everyday life – for both children and adults.
Our Company Today
The Heinrich Bauer Group is a globally active, medium-sized family-run business based in Nuremberg. In addition to Germany, we are also represented in Hong Kong/China, Austria, and Russia.
Our product range includes our own brands such as J.G. Schrödel, Sohni-Wicke, Deine Tiere mit Herz and Blickfänger, renowned global brands such as Intex, Maisto, Bburago, BB Junior, Madmia and HEADU as well as many other innovative start-up brands from all over the world, which we represent as a distributor partner in Germany and Austria. Our product range extends from plush articles and model cars to educationally valuable learning games and crazy socks to seasonal carnival and outdoor articles.
For more than 60 years, we have been putting a smile on the faces of children and guaranteeing fun packed excitement through our years of experience in the toy sector, our love for detail and our product quality. But this is by no means the end of the story, since we are always on the lookout for new products and toy trends.
For over 60 years, we have been inspiring children with high-quality toys, sophisticated designs and a passion for detail. But we don't stand still - we are constantly looking for new trends and innovative products.
According to our motto: "I LIKE TOYS."