Company History

How it all started

In 1961 Heinrich Bauer founded his company in the Franconian toy metropolis Nuremberg and began with exclusive imports of renowned toy brands from various Western European countries, the former DDR and Asia. However, he laid the foundation stone in the years before: as a representative of a toy manufacturer in France and during numerous other stays abroad, the founder discovered his passion for the toy industry, gathered inspiration and consolidated contacts in this sector.

Off to Asia

The following year, Heinrich Bauer opened a branch office in Hong Kong, which served as the headquarters for the Asian market contacts. In order not only to trade but also to be able to manufacture products, a further milestone in the company’s history was achieved in 1988 when the company set up its own plush production facility and weaving mill in China.
Early as 1970, we were able to enter into a partnership with one of today’s largest manufacturers of model cars and R/C vehicles – the May Cheong Group. Since then, we have been selling various model cars and R/C vehicles of the Maisto brand in Germany.
This was followed in 1990 by another partnership with the Chinese company INTEX, the leading manufacturer of paddling pools, wet sets (lilos) and inflatable spas. We have been selling these high-quality products of the global brand on the German market since 1991.

Entering into new business areas

Following the opening of an office in Moscow in 1996, Bauer expanded its Russian operations in 2004 through a further production facility in order to manufacture its range of building blocks there. In 2012, the current site was expanded with additional warehouses and production facilities.

The takeover of J.G. Schrödel in 2003 saw the company entering into completely new business areas. Schrödel, a Nuremberg-based company with a long and rich history, had been specialising in the production of toy guns and rifles since 1846. Production was relocated, while the product range was optimised and the quality standards raised. In order to complement the newly created range with the matching toy ammunition, Bauer bought up Sohni-Wicke in 2006. Its factory in Hattingen became Bauer’s first production facility in Germany.

In 2009, Bauer introduced its “Bauer Exclusive Edition”: Legendary cars, reproduced down to the smallest detail and lovingly handcrafted. With up to 1,900 individual parts and built to a scale of 1:12 and 1:18, the models are true works of art.

Production Hattingen

Next generation

In 2010, Heinrich Bauer handed the reins of the company over to his daughter, Pia Bauer, who has since been representing the company alongside Heinrich Bauer and Harry Enßner. Marc Reinhoffer is responsible for the company’s finances.

Expansion of the Model vehicle range

Since the beginning of 2020, Bauer has taken over the exclusive sales partnership of the Bburago brand for the German and Austrian markets. The cult Italian brand has been part of the May Cheong Group since 2005. It is one of the world’s leading model vehicle brands and is synonymous with top quality, functionality and amazing attention to detail. In addition to models of the latest automotive brands, various racing cars and cult classics, the extensive range also contains a huge selection of various Ferraris.

Marc Reinhoffer, Heinrich Bauer, Pia Bauer and Harry Enßner (l to r)

The company today

Today, the Heinrich Bauer Group, is a medium-sized, internationally active and family-run business based in Nuremberg. In addition to Germany, we are also represented at sites in Hong Kong/China, Austria and Russia.

We not only sell our own brands, such as J.G. Schrödel, Sohni-Wicke, Deine Tiere mit Herz or Blickfänger, worldwide, we are also a distribution partner of global brands, including Intex, Maisto, Bburago, BB Junior, etc., for the German market. Our product portfolio is extensive and ranges from cuddly toys, model construction kits and early learning toys to seasonal carnival and summer items.

For more than 55 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.

We bring our slogan “I LIKE TOYS” to life.

Corporate Headquarter Nuremberg