Few brand mascots have made the leap from advertising symbol to cultural phenomenon quite like Dr. Simi. Now, the iconic Mexican character is bringing his signature charm to Phoenix, where he will make two appearances for fans across the Valley.
The first event is scheduled for Sept. 26, when Dr. Simi will host a meet-and-greet at a CVS store in Phoenix as part of his tour of CVS locations.
Those who miss the appearance will have another chance a few days later. On Oct. 1, a Simi Fiesta will be held in Phoenix, featuring complimentary tacos, music, games and prizes.
The visit comes as Dr. Simi continues to expand its presence in the United States. According to the company, Dr. Simi USA officially launched in 2025 and, after establishing operations
in Texas and California, has identified Arizona, New York, Illinois and Florida as key expansion markets. Its products are already available at select CVS stores.
Where and when to see Dr. Simi in Phoenix
Meet & Greet with Dr. Simi
- When: Saturday, Sept. 26
- Time: 1 p.m. to 4 p.m.
- Where: CVS, 5835 W. Indian School Rd., Phoenix, AZ 85031
The Phoenix stop appears on the Meet & Greet Tour at CVS announcement shared by the brand, following two scheduled appearances in Las Vegas.
Simi Fiesta at CVS
When: Thursday, Oct. 1
Time: 4 p.m. to 7 p.m.
Where: CVS, 3440 W. Glendale Ave., Phoenix, AZ 85031
According to the event promotion, attendees can enjoy complimentary tacos, a live DJ, games and prizes.
Dr. Simi also offers a store locator to help customers find participating CVS locations that carry its products, including special soccer-themed items.
But who is Dr. Simi?
Who Is Dr. Simi?
For many Mexicans, Dr. Simi is much more than a pharmacy mascot.
The character is closely tied to Farmacias Similares, which was founded by Víctor González Torres in 1997 with a business model focused on providing affordable generic medications. The company promoted its brand through a mustachioed doctor character dressed in a white coat who danced outside its pharmacies.
Over time, Dr. Simi became part of Mexican popular culture. His fame reached another level with the introduction of theSimiPeluches, especially after fans began tossing the plush dolls onto concert stages as a sign of affection for performers, turning the practice into a cultural phenomenon.
The plush toys also have a story of their own. They are made by artisans with disabilities at CINIA in Puebla, Mexico.According to Dr. Simi USA, the initiative supports inclusive employment for more than 1,000 people, and proceeds from SimiPeluches help support communities of people with special needs.
The brand also hosts an annual SimiFest. In 2025, more than 15,000 people gathered for 12 hours of music and the infectious energy of Dr. Simi. The next edition is scheduled for Dec. 5, 2026.
Dr. Simi Expands in the United States
After three previous attempts, according to the company, Dr. Simi USA officially launched in 2025, led by Víctor González Herrera and operating out of Austin, Texas.
The U.S. strategy does not exactly mirror the Farmacias Similares model found in Mexico. In the United States, Dr. Simi currently sells supplements, beauty and personal care products, branded merchandise and its popular SimiPeluches, along with specialty products available at select CVS locations.
For many Mexicans in Arizona who grew up watching Dr. Simi dance outside neighborhood pharmacies, or for those who came to know the character through the plush dolls thrown onto concert stages, the upcoming visit offers a chance to see the iconic mascot up close in Phoenix.
The Dr. Simi phenomenon includes 'Similandia'
The phenomenon has grown to the point that the brand now operates Similandia, a concept built around the world of Dr. Simi.
And the concept has already crossed the border. The company lists a Similandia location in Los Angeles as part of its U.S. presence, alongside product sales through CVS and other channels.
Similandia is more than a traditional retail store. The concept is designed to turn Dr. Simi and its products into an in-person entertainment and shopping experience, while the company's U.S. terms and conditions confirm that it operates through physical locations.
For now, there has been no official announcement of a Similandia location in Arizona. As a result, Dr. Simi's upcoming appearances at CVS stores should not be confused with the opening of one of these specialty locations.
Reach reporter Nadia Cantú at nadia.cantu@lavozarizona.com or follow her on X, formerly Twitter, at @Nadia_Cantu.
This article originally appeared on Arizona Republic: Are you a Dr. Simi fan? The viral phenomenon is coming to Phoenix
