SIMBA DICKIE Installs SATO Label Printers Into Its SAP® System To Improve Operations And Efficiency


Singapore, July 8, 2009 – SATO, a pioneer in the Automatic Identification and Data Collection (AIDC) industry and a leader in barcode printing, labeling, and EPC/RFID solutions announced that it has successfully implemented its label printing solutions into Simba Dickie’s operations. German-based SIMBA DICKIE Group is one of the world’s top five toy manufacturers with an annual turnover of over €500 million and over 30 offices worldwide; it manages 11 brands and is a leading player in the license business, with “Disney Princess” and “Disney Racing” among its successful licenses . SATO was selected after a rigorous process on the strength of its printers’ seamless integration into the SAP® system. This made it possible to integrate SIMBA DICKIE’s label printing operations into its supply chain processes through rapid, cost-effective development and deployment.

Label printing was required across SIMBA DICKIE’s production and distribution centers. SIMBA DICKIE used the global roll out of its SAP ERP solution to improve its label printing operations in order to streamline its supply-chain processes and at the same time make a smooth transition from its legacy systems. The rapid installation and configuration of the first batch of 60 SATO GL printers was made possible using a SAP Smart Forms1 printer driver that allows a direct connection from the printer to the SAP system for label printing.

Ralf Dirk Gentsch, Head of Logistics at SIMBA DICKIE and leader of the SAP project, said, “After several positive experiences with SATO label printers, the decision was easy. Since the beginning of the year, 2009, approximately 60 SATO GL408e have been installed in the German production and logistics centers of the SIMBA DICKIE Group.”

“In Germany, approximately 150 employees use SATO printers for identification, shipping and price marking applications,” explained Ralf Dirk Gentsch. “The SATO printers continue to exceed our expectations in terms of user-friendliness and reliability. Additional purchases of SATO printers are expected as the SAP roll-out progresses at our international locations,” he added.

“The installation of our printers at SIMBA DICKIE has allowed us to advance our track record of enabling SAP users that require label printing to seamless interface with SAP system and achieve unrivaled levels of efficiency and business performance. It also enables them to realize all the inherent benefits of their costly ERP system solution" , said Brian Lang, Senior Manager at SATO, who is responsible for business development for SATO ERP Printer Integration Solutions.

(1) The SATO Solution in support of Smart Forms comprises of device drivers and device types that are compliant with all the requirements for device types defined in the SAP Printer Vendor Program.

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About SATO
SATO is a pioneer in the Automatic Identification and Data Collection (AIDC) industry and the inventor of the world’s first electronic thermal transfer barcode printer. It revolutionized the barcoding industry by introducing the Data Collection System (DCS) & Labeling concept – a total barcode and labeling solution providing high quality barcode printers, scanners/hand-held terminals, label design software and consumables. SATO is one of the first in the industry to introduce a complete, multi-protocol EPC-compliant, UHF RFID solution.

SATO is publicly listed on the first section of Tokyo Stock Exchange in Japan. It has worldwide offices in the United States, Belgium, France, Germany, Spain, United Kingdom, Poland, Singapore, Malaysia, Australia, New Zealand, Thailand and China. For the fiscal year ended March 31, 2009, it reported revenues of US$776 million.

About SATO International
SATO’s international global headquarters, SATO International Pte. Ltd. is located in Singapore. Previously an international division, it was incorporated as a holding company in Singapore in 2001 to oversee the sales, marketing and customer services activities of all its Group Member Companies. More information about SATO International can be found at

Yuji Shimizu (Mr)
Senior Manager, Corporate Planning
SATO International PTE. LTD.
438A, Alexandra Road #05-01/04
Alexandra Technopark
Singapore 119967
Tel: (65) 6271-2122
Fax: (65) 6271-2151

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