Brio to expand beyond toys into baby care, homewares and textiles - Licensing.biz

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

"We at Brio create happy childhood memories and, for the future, we see opportunities to broaden our offer outside our beloved toys."
Author:
Publish date:
Social count:
0

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.

Related

Featured Jobs

Historic Royal Places Job Logo 620 x 349

Licensing Manager HRP

Historic Royal Palaces (HRP) is a successful, high performing organisation built on strong foundations. An independent charity, we manage the Tower of London, Hampton Court Palace, the Banqueting House, Kensington Palace, Kew Palace and Hillsborough Castle in Northern Ireland. We help everyone to explore the story of how monarchs and people have shaped society in some of the greatest palaces ever built.

Universal Job Logo 620 x 349

Senior Graphic Designer, EMEA - Consumer Products

Working in tandem with the Product Development team and reporting into the Design Manager EMEA, the purpose of this role is to drive forward our creativity across all licensed consumer products. As part of the creative team, you’ll be developing exceptional creative assets and product concepts for numerous NBCUniversal franchises that inspire licensing partners across the entire region.

Aardman Job Logo 620 x 349

Brand Manager (Maternity Cover)

Part of the brand team, The Brand Manager works closely with several members of the department, including Studio Publicist, Community Managers, Licensing, Sales and Attractions and Live Experiences teams to implement local and international strategies in the form of brand plans and maximising on all activity surrounding the properties.