Toy of the Year 2011

BRIO’s new and exciting Metro Railway set has been awarded Toy of the Year – and not just in Sweden, but in Finland also – as well as having been awarded a Golden Rocking Horse in Germany.

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BRIO Metro set


The new Metro railway set (out in stores now) bring children’s rail play close to the reality that they are familiar with. The Metro station imitates reality with very fine tuned details such as sliding doors, platform seats for the passengers, metro maps and an excitingly real train that makes sound and light. As always BRIO stays true to wooden details and its unique heritage and tradition but with a very intelligent and innovative twist!

”I am very pleased and happy for the great news across multiple international markets.  We felt the Metro concept would really push BRIO Railway in a new, exciting way. The designers and engineers put a lot of time into this concept to deliver all the play features and creativity that match our strong railway brand.   We are very proud and happy to see it received in the way we have hoped for “   BRIO Product & Brand Manager, Michael Heun


Toy of the year – Sweden
“The Swedish Toy Association’s jury has awarded BRIOs Metro Railway set as Toy of the year due to BRIO’s innovation of developing the classic toy train into a toy that fits in to our modern society. The traditional toy meets the present time’s need for transportation. This is creative play that develops the child’s imagination.”

“BRIO takes the classic and timeless rail play to all new dimensions with their modern railway system – a subway metro line.  This is a traditional toy that meets our modern society in a completely new way. It is creative play that develops children’s imagination. Torsten Liljeberg, representative of the 2011 jury.

The other nominations were Cars 2 R/C bil from Simba, FurReal Friends Cookie My Playful Pup from Hasbro and Ninjago from Lego.

Toy of the year – Finland
The Finnish Toy Association’s jury which consists of business professionals and children from pre-schools has given BRIO’s Metro Railway set the highest scores and thereby awarded the innovative train set with the Toy of the Year Award. BRIO won the title with 817 points over Zoobles from Norstar Oy with their 722 points. In third place came Melissa & Doug from Oy Marektoy Ltd with 671 points.

“BRIO has created a railway set that is innovative yet compatible with the classic railway system. The concept of the underground Metro system works well with modern kids, especially in the big city areas and is a new and innovative idea with great play value”


The Golden Rocking Horse Award – Germany
BRIOs Metro Railway Set has been awarded with the Golden Rocking Horse In the category “Everything for children’s hearts”. The Golden Rocking Horse Award is considered the most prestigious consumer price for toys in Germany and is given out by the magazine Familie & Co in collaboration with the German Toy Association.

Each year 70,000 new products are unveiled at the Nuremberg Toy Fair. The editors of Family Media-toys have evaluated hundreds of new toys and nominated only a handful, then a panel of parents, children and toy experts have selected the winners
in five categories . BRIO Metro Railway Set was up against nine other toys in its category including products from Lego, Playmobil and Play-Doh.

Dirk Müller, editor in chief of family & co says: "Parents and children have proven that they are the best toy experts. It is noteworthy that the trend of recent years continues; they like toys that are inspiring in terms of quality, enthusiasm, innovation and educational value.

For pictures please download from www.brio.net/pressimages

Helga Ekdahl-Heun
+46 479 19207 /+46 736449039
Helga.ekdahl-heun@brio.net

Swedish Toy Association
Lena Hedö
Tel 08-50597051
lena@leksaksbranschen.se