As part of the warehouse expansion and the associated construction of a new automated storage and retrieval warehouse, the Simba Dickie Group decided on direct warehouse management using the SAP software suite at its Sonnenberg location.

Together with IGZ, the SAP component SAP Logistics Execution System (SAP LES) and Material Flow component SAP Task and Resource Management (SAP TRM) were introduced as part of the project.

Simba Dickie has upgraded its picking to the latest state of the art by introducing Pick-by-Voice via a direct connection to SAP (SAP Voice Direct).

Today, the SIMBA DICKIE GROUP brings together several successful and independent companies that cover the entire toy industry. The Group includes familiar brands such as Simba, Dickie, BIG, Smoby, Eichhorn, Noris, Nicotoy, Zoch and Schuco. With head offices situated in Fürth – the heart of the German toy industry – Hong Kong and Lavans (France), the group is one of the largest toy manufacturers in the world. The ranges of toys produced by the Group now include over 4,000 products. One of the Group's most familiar products is without a doubt the big red "Bobby Car". A modern logistics centre with 50,000 m² of floor space and 13 halls in Sonneberg alone distributes toys throughout the world.

As part of the project, the currently existing need to optimise the logistics processes in the Sonneberg logistics centre has been addressed as a pilot program taking into account the group-wide logistics processes.

Focus has been placed on the optimisation of the picking and shipping processes with the following main points:

  • Picking via "Pick-by-Voice"
  • System-guided stacker control and picking
  • Packing table processing

As part of the further IT strategy, the construction of a new automated storage and retrieval system (AS/RS) with approximately 12,000 tote bays was also connected to the SAP software suite. Thanks to this optimisation and expansion, centralised storage at the Sonneberg site will now be possible.

  • Centralised merchandise management and process control in SAP ERP ECC 6.0
  • Mobile data capture via Extended SAP ITSmobile
  • Direct connection to Siemens SIMATIC S7 for three stacker cranes and associated conveyor systems
  • Pick-by-Voice to SAP ERP (SAP Enterprise-Resource-Planning)  with VoiceDirect
  • Real-time connection between SAP and the S7 control units
  • Double-deep, single-batch population of lanes in automated small parts storage
  • TRM putaway via an aisle distribution point
  • TRM capacity management for the putaway lanes and a conveyor system loop
  • Dynamic space assignment for two types of container
  • Direct SAP-PLC integration
  • Vocollect Talkman T5
  • DLOG forklift terminals (with touchscreen)

  • End-to-end, lean and transparent system architecture
  • Targeted and route-optimised management and control of the pickers
  • Minimizing the pick error rate
  • Easy to use, short training time for users
  • Direct real-time communication with the PLCs (Small Parts Storage)
  • Optimisation of stacker control

Through the use of SAP with VoiceDirect, we achieved an increase in productivity of about 15% and were able to halve our error rate in the initial phase.

Norbert Pillmann | Operations Manager Simba Dickie Group, Sonneberg

SAP WM (SAP Warehouse Management): Warehouse Management

  • Inventory management handled by LE
  • System-driven order determination by priority
  • Order splitting possible
  • Shipping processing uses optimised packing station transaction
  • Autom. transportation creation and assignment in shipping

SAP ITSmobile Radio Frequency: Forklift control system

  • Extended ITSmobile with ergonomic screens
  • Optimum coverage of all relevant warehouse movements with MDC
  • Travel-optimised picking
  • SAP printing of LE labels

SAP RF VoiceDirect: Pick-by-Voice

  • Unambiguous Talkman-user coordination in SAP
  • Autom. picking group creation
  • Special functions (e.g. aisle change, skip item)
  • Picking cart assignment
  • Checksum verification (article EAN)
Key Facts



  • Project in 2010
  • 13 warehouses for picking and replenishment
  • 20 employees for Pick-by-Voice picking
  • Approx. 100 employees in logistics
  • SAP TRM stacker control system with 10 forklifts
  • Approx. 20 inbound deliveries per day
  • 2,000 orders per day
  • Approx. 8,000 outbound delivery items per day
  • Approx. 18,000 pallet locations in the manual area
  • Approx. 12,000 hand bins for Pick-by-Voice picking
  • Goods issue buffer: 67 manual buffer tracks, length 17 m; 35 manual buffer tracks
  • Goods issue delivery: 11 gates, each with 5 buffer lanes, length 13 m


  • Implementation including test March 2010 – January 2011
  • Go-Live Pick-by-Voice December 2010
  • Go-Live AS/RS February 2011

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