Company secures deal spanning merchandising, publishing and promotions.
Iconic Swedish toy company BRIO says its sees a “great potential” in licensing – teaming with INK Global to expand the brand within the space.
INK has struck a worldwide deal spanning merchandise, publishing and promotions, and will be talking to potential partners for BRIO at next week’s Licensing Expo.
Initial target sectors include baby care, homewares, interior design and textiles. First product launches are expected in Q2 2017.
BRIO was founded back in the 1880s, and is one of the most recognisable toy brands in the world. Brand awareness is particularly strong in the UK, US, Germany, France and the four Nordic markets.
“BRIO is a global symbol of childhood, so we’re delighted to have signed this new deal – especially as we are both Scandinavian companies,” said 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, added: “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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