Swedish toy maker BRIO has been known for generations. Almost all of us (at least in Sweden and many European countries) grew up with the solid wooden railways, the shiny sausage dog Dachsie or the brightly coloured stacking clown.Toys come and go, materials change – but all in all what’s needed is the fuel of a child’s creative imagination – The power of play remains. BRIO sees play as a natural way for a child to learn and develop. But that’s not new. BRIO has been doing pedagogic toys for decades.
At the moment BRIO is in the middle of a process to reposition the brand. They are going contemporary but are strongly holding on to the heritage at the same time – their authentic identity. And looks like it works; the target group defines them as a traditional, trusted and safe quality brand with pedagogic play values.
Stil in colour “Saffran”