Brio signs Disney deal

Wooden toys specialist adds Playhouse Disney railway range.
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Brio has signed a three-year licence agreement with Disney to make wooden railway sets and pre-school products based on Playhouse Disney.

The deal involves Mickey Mouse Club House with well-known characters such as Donald Duck, Mickey Mouse and Minnie Mouse, plus My Friends Tigger & Pooh.

"A significant share of the global toy market is licensed products within well-known toy assortments. Brio is a leading manufacturer of wooden toys, which is why it is exciting for us to strengthen our portfolio with a European licence agreement with Disney," said Thomas Brautigam, Brio CEO.

"We look forward to the new collaboration where we can combine the strength of the Brio brand and our distribution channels within Europe, with the strengths of Disney as a commercial partner."

Brio's product development is now underway and the products will be launched at Nurnberg trade fair in February 2008. They will hit shelves next autumn.

The deal includes sales in Europe, Russia and former Soviet republics, Israel, Turkey, Africa and the Middle East.

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