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BRIO is kicking off its 130th celebration at Nuremberg Toy Fair. A celebratory new range will be showcased including a remake of the first toy ever made by BRIO.
The Swedish toy company’s message is simple – Never grow old. It is, after all, playfulness and inherent power of play that has enabled BRIO to develop and flourish. “We are celebrating 130 years of never growing old. It’s a campaign that highlights the importance and joy of play and BRIO’s mission to create happy childhood memories. We have been doing it for generations and will always continue to do so”, says Sophie Elvefors, Deputy Managing Director of BRIO.
BRIO will continue to expand its toy range based on their open-ended play systems such as the Railways and Builder. BRIO will be show-casing new products at the fair including a pull along horse and a rocking horse inspired by the Osby horse, the first toy ever sold by BRIO.
Musical instruments for toddlers
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What made that sound and how do I do it again? Toddlers aged 9 - 18 months are into cause and effect play and love to create different sounds. That is why BRIO is introducing three new musical instruments this spring: a drum, a xylophone, and musical shakers. Each of the instruments has been specifically tailored for the age group. “We wanted to create beautiful instruments that children can grow and learn from. Even the shakers are designed differently. One has a higher and the other a lower pitch sound. There is an element of magic in feeling and hearing the combination of the wood and plastic. There is a substance, it’s not just light or dark, soft or hard”, says Michael Heun, Head of Product Development at BRIO. |
Step into the wild
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BRIO is revisiting one of its most popular themes this spring when Railway is updated with a new Safari theme. The new sets take the Railway to a colourful world with giraffes, zebras and lions. “It is a new world full of surprises and opportunities for exploration. For example there is a monkey in a tree, when you drive the train past it steals the food from the train”, says Michael Heun. |
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Railways and Roller Coasters
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The fall release features a new Roller Coaster Set for Railways. “With the Roller Coaster concept our idea was to build in the moment of excitement and butterflies in the stomach – the thrilling experience of going on a roller coaster ride. It has a strong connection to both our Railway system but also to our celebration this year with playful experiences regardless age. You should never stop playing”, says Michael Heun. The fall release also includes a Ferry Set expansion for Railways, new building boxes for Builder and two all new maze options for the popular and classic BRIO Labyrinth game. |
BRIO Horse
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The pull along horse and rocking horse released this year are inspired by the Osby horse, the first toy ever sold by BRIO. They are made especially to commemorate BRIO’s 130th birthday. A timeless celebration to playfulness and great workmanship. |
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FSC certified toys
Furthermore from January 1st 2014 all of BRIO’s wooden products are made of 100 percent FSC-certified wood. FSC (Forest Stewardship Council) is the most well-renowned forest certification. It’s an independent, global, non profit organization established to promote a responsible management of the world’s forests. “Wood is a distinct characteristic of BRIO’s products. We primarily use beech wood from Central Europe, which is a durable and beautiful type of wood. But our need to use wood in our manufacturing processes also entails increased insight on our part regarding the need to protect and preserve the world’s forests. It is important for us to take responsibility for the forests and for sustainable forestry operations. That is why we have chosen to FSC-certify all our wooden toys”, says Göran Kullberg, Head of CSR and Quality at BRIO. |
