Safari Ltd

Safari Ltd is an American family-owned toy manufacturer and distributor best known for realistic animal figurines, dinosaur models, and other educational collectibles. The company was founded in 1982 by German-born husband-and-wife team Bernard and Rosemarie Rubel. Their original purpose was connected to wildlife education and conservation: after being inspired by educational material about endangered animals, they photographed native Florida species and sold postcards through zoos and other visitor attractions. A later encounter with educational animal figurines in Germany influenced the Rubels' decision to develop a product business centered on scientifically informed, museum-quality models. Safari expanded from wildlife subjects into dinosaurs and other prehistoric animals, as well as marine life, reptiles, horses, farm animals, dragons, fairies, and related fantasy or natural-history themes. Its range has grown to more than 1,000 products, giving the company a position at the intersection of traditional toys, educational resources, collectibles, and classroom materials. Rather than concentrating on a single entertainment franchise, Safari's portfolio is organized around recognizable animal categories and learning-oriented play. The products are sold internationally and are used by children, parents, educators, collectors, museums, zoos, and other educational or cultural institutions. A defining feature of Safari's proposition is its emphasis on lifelike appearance and subject research. Professional sculptors study animal anatomy before producing models, and the company has worked with specialists and institutions to improve scientific accuracy. Its prehistoric collections were developed with input from the paleontology community, while the company's marine-life work has included collaboration with the Monterey Bay Aquarium. Safari also formed a long-running relationship with Pittsburgh's Carnegie Museum of Natural History, resulting in the Carnegie Collection of dinosaur and prehistoric-animal figures. These relationships helped distinguish Safari from less research-oriented novelty toys and supported its reputation in the animal-figure niche. The figurines are designed to meet worldwide safety requirements and are described as free of phthalates and lead. They are generally produced from sculpted models, manufactured at scale, and hand-painted to bring out species-specific markings and features. Many figures have the animal's English name molded or inscribed on the underside, supporting identification and educational use. The company's mascot, Bernie the Gator, references founder Bernard Amadeus Rubel and Florida's association with alligators. Safari Ltd remains family operated. The company is currently led by Alexandre Pariente, the Rubels' grandson, together with his wife, Christina Pariente. Under Alexandre Pariente's leadership, Safari has invested in digital educational resources, including SafariPedia, an in-house reference resource intended to be used alongside the company's figures by children and educators. The business therefore combines a traditional, hands-on model-making operation with online content and learning support. Its current identity is based on realistic animal representation, educational value, broad subject coverage, and international distribution rather than licensed media characters or electronic gameplay.

Safari Ltd began in 1982 when Bernard and Rosemarie Rubel established a Florida-based business rooted in wildlife education and conservation awareness. The couple initially photographed native animals and marketed postcards through zoos and other attractions. Their direction changed after encountering educational animal figurines in Germany, which suggested a way to communicate information about animals through durable, tangible models. The company subsequently developed museum-style figurines covering living animals and, increasingly, dinosaurs and prehistoric life. Safari's dinosaur work benefited from engagement with paleontologists and other subject specialists, with the objective of producing figures that reflected contemporary scientific understanding rather than generic fantasy depictions. This research-centered approach became an important part of the company's identity and helped it establish a strong position in the animal-figurine market. Safari also built institutional relationships that broadened the educational credibility of its products. In December 1984, it entered an agreement with the Monterey Bay Aquarium to create a scaled sea-life collection informed by the aquarium's marine biologists and Safari's sculptors. The collection has been updated in response to scientific research. In October 1986, Safari began its agreement with Pittsburgh's Carnegie Museum of Natural History. The resulting Carnegie Collection continued for almost three decades and became particularly associated with dinosaur and prehistoric-animal figures. The Carnegie agreement ended in February 2015. Over time, Safari expanded its catalog beyond dinosaurs and wildlife to include reptiles, amphibians, marine animals, horses, farm life, dragons, fairies, and other subject groups. Its product range eventually exceeded 1,000 items. Manufacturing and design practices emphasized detailed sculpting, hand painting, animal identification, and compliance with safety expectations. The company states that its figurines are free of lead and phthalates and are made to satisfy worldwide testing standards. The business remained family owned and passed to the Rubels' next generation. Alexandre Pariente, the founders' grandson, became the company's leader and operates it with his wife, Christina Pariente. During this period Safari supplemented its physical products with digital educational material, including SafariPedia, intended to encourage children and educators to research animals while using the company's figures. Safari Ltd's development therefore combines conservation-oriented origins, institutional scientific collaboration, a broad educational toy catalog, and a continuing family-business structure.

1. 2017Toddler toy recognition

   Safari's product range receives a Best Toy – Toddler award in Reader's Favorites from Baby & Children's Product News.

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2. 2016Prehistoric-animal recognition

   Safari receives first-place recognition in DinoToyBlog's Top Ten Prehistoric Animals list.

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3. 2015Carnegie Collection agreement ends

   The agreement between Safari Ltd and Carnegie Museum of Natural History concludes after nearly three decades.

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4. 1986Carnegie Museum partnership begins

   Safari starts its long-running agreement with Carnegie Museum of Natural History, leading to the Carnegie Collection of prehistoric-animal figures.

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5. 1984Monterey Bay Aquarium agreement begins

   Safari enters a relationship with Monterey Bay Aquarium to develop a scientifically informed, scaled sea-life figurine collection.

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6. 1982Safari Ltd is founded

   Bernard and Rosemarie Rubel establish Safari Ltd in the United States with an initial focus on wildlife awareness and educational products.

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Research-informed, realistic, educational animal models for children, families, educators, museums, and collectors.

• Wildlife figurinesAnimal figurines

  Safari's wildlife figures represent mammals, birds, and other familiar or endangered animals. They are designed for imaginative play, classroom activities, collections, and informal learning. The models emphasize recognizable anatomy, coloration, and species identification, and many are labeled underneath in English. The wildlife range reflects the company's original conservation and education orientation.

• Dinosaur and prehistoric-life modelsEducational models

  The prehistoric range includes dinosaurs and other extinct animals developed with attention to paleontological research. Safari's sculptors have worked with members of the paleontology community to create figures intended to reflect current interpretations of anatomy and appearance. These models serve both as toys and as accessible educational objects for children, educators, and collectors.

• Carnegie CollectionMuseum-associated prehistoric figures1986

  The Carnegie Collection was created through Safari's partnership with Carnegie Museum of Natural History in Pittsburgh. It became one of the company's best-known prehistoric figure lines and drew on the museum's scientific expertise. The formal partnership lasted from 1986 until 2015, although the collection is principally significant as a historical Safari product line.

• Monterey Bay Aquarium Sea Life collectionMarine-life figurines1984

  This collection consists of scaled marine-animal figures developed with expertise from Monterey Bay Aquarium biologists. Safari's sculptors translated that subject knowledge into durable models designed to make sea life accessible through play and observation. The collection has been revised as scientific knowledge develops.

• Dragons and fairiesFantasy figurines

  Safari also produces fantasy-themed figures, including dragons and fairies. These products extend the company's sculpting and hand-painting capabilities into imaginative play while complementing its larger portfolio of natural-history subjects.

• SafariPediaDigital educational resource

  SafariPedia is an in-house online reference resource developed to accompany Safari's physical figures. It encourages children and educators to use product-based play together with additional information about animals and natural history.

• 1986Create the Carnegie CollectionStrategy

  Safari was expanding its dinosaur and prehistoric-life business and sought institutional expertise to support scientific accuracy.

  What changed. Safari signed an agreement with Carnegie Museum of Natural History to develop a dedicated collection of prehistoric-animal figures.

  Aftermath. The collaboration lasted nearly three decades and helped establish Safari as a prominent producer of realistic dinosaur and prehistoric-animal models.

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• 1984Develop a Monterey Bay Aquarium sea-life collectionStrategy

  Safari sought to strengthen the educational and scientific basis of its animal figurines by working with a recognized marine-science institution.

  What changed. The company entered an agreement with Monterey Bay Aquarium and combined aquarium expertise with Safari's sculpting and production capabilities.

  Aftermath. The resulting sea-life collection became an ongoing part of Safari's marine-animal portfolio and has been updated in light of scientific research.

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• Expand into digital learning resourcesStrategy

  Under Alexandre Pariente, Safari pursued ways to connect its physical figurines with additional educational content.

  What changed. The company developed SafariPedia as an in-house online resource for children and educators.

  Aftermath. Safari's offering broadened from physical models toward a combined toy-and-reference experience, although the available source does not provide usage or financial results.

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1. Safari Ltd