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"We at Brio create happy childhood memories and, for the future, we see opportunities to broaden our offer outside our beloved toys."

Brio to expand beyond toys into baby care, homewares and textiles

Ink Global has signed as the licensing agent for Brio, and plans are in place to extend the toy brand into a raft of new categories.

The firm is initially looking to extend Brio into baby care, homewares/interior design and textiles sectors, with the first product launches expected in Q2 2017.

"We at Brio create happy childhood memories and for the future we see opportunities to broaden our offer outside our beloved toys," said Diana Melander, head of legal and licensing at Brio.

"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."

Ink Global director, Claus Tømming, added: “Brio is a global symbol of childhood, so we’re delighted to have signed this new deal – especially as we are both Scandinavian companies.

“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.”

Visitors to next week’s Las Vegas Licensing Expo can visit the Ink Global stand F204 to find out more about future collaboration opportunities.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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