Gifts Today magazine

INK Global signs worldwide deal with iconic toy brand BRIO

The toy company is one of the most recognisable names in the business

INK Global will be spreading the joy of BRIO far and wide, thanks to a new worldwide deal spanning merchandise, publishing and promotions.

The iconic Swedish toy company needs little introduction. Founded back in the 1880s, BRIO is now one of the most recognisable brands in the world and distinctive, well-designed toys such as the famous BRIO Dachshund and wooden railway have been part of childhood for generations.
The company now has a presence in over thirty countries but brand awareness is particularly strong in the four Nordic markets; the UK, US, Germany and France.

INK Global has plans to implement a focused brand extension program designed to bring further joy to BRIO consumers and fans. 

Initial target sectors include baby care, homewares/interior design and textiles, with first product launches expected in the second quarter of 2017. Visitors to the Las Vegas Licensing Expo can visit the INK Global stand F204 to find out more and discuss collaboration opportunities.

“BRIO is a global symbol of childhood, so we’re delighted to have signed this new deal – especially as we are both Scandinavian companies,” says INK Global Director Claus Tømming. 

“It’s one of the biggest toy brands in the world and the commercial potential is huge, as it will appeal both to kids who are discovering BRIO for the first time and parents who grew up with this classic brand.”

Diana Melander, Head of Legal and Licensing at BRIO, adds: "We at BRIO create happy childhood memories and for the future we see opportunities to broaden our offer outside our beloved toys. We are happy to have a very well-known and genuine brand and see a great potential in licensing. In INK we believe we have found the best partner to help and guide us on this journey."

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