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Press release

BRIO World goes beyond the railway with new character based play theme

Never stop playing

For the first time ever the BRIO World expands with a character based play theme. It encourages boys and girls to play together with the help of stories from their own everyday life. In addition, the vehicle based play themes with new exciting railway destinations like the lumber loading station and the fire station completes the scene – BRIO World.

Welcome to the BRIO World
Enjoy a ride into the ever expanding BRIO World – an open-ended play system that inspires creativity with real life scenarios – both on and off track.

BRIO World is full of new discoveries and playfulness with its unique usage of combined materials. Whether you are a boy or a girl, young or old, you can let your imagi-nation run free. – The BRIO World is much more than railway today. We have been known for our wooden railway for almost 60 years. The railway is and will always be in our heart, but BRIO World is a wide and diverse play system for children to recreate the real world. It includes every-thing from trains, cars, boats, animals to something spectacular as roller coasters,says Michael Heun, Head of Product Development at BRIO. 

Village – making new friends in the neighbourhood
In 2016, BRIO launches a completely new play theme within the BRIO World. Village is BRIO’s first character-based play theme that encourages boys and girls to play together with the help of stories from their own everyday life. The Village environment is constructed with modules like the Family Home and School Playsets, the Market stand and Ice-cream shop. Staying true to the BRIO spirit, it is up to every child whether to assemble the predefined modules or come up with their own creations. Everything is in the same scale as the railway sets, and themes in the BRIO World can easily be connected as part of a bigger setting.
– Village zooms in on the environments and the social role play that children are familiar with from their own neighbourhood. Different characters in the Village theme help get the roleplaying started but you could just as well build your own stories.The Village theme adds versatility and depth to the BRIO World concept and lets children with different interests such as building, vehicles and character interaction, play together side by side in a natural way, says Therese Eklund, Category Manager at BRIO.

Knock on Wood
The exciting destinations of 2016 include a trip to the woods in the spring with the new Lumber Loading Set. The set includes a selection of tools and tree plants so you can replant the forest. Of course we ensure that all the trees that are being lumbered come from FSC®-certified renewable forests – as all the wood in BRIO’s toys.In case of a hot and dry summer and risk of fire we have a Rescue theme ready for the fall. It includes a Rescue Emergency Set,a Central Firestation and even a Firefighter Helicopter.

Time to own your first tractor
2016 also sees the introduction of a new play concept for toddlers that is based on character play and brings wooden toys and role play together. The Farm Tractor and Farm Train set come fully loaded with functionality and a unique feature is the wooden figures that can be equipped with accessories, allowing a more engaged character based play. When you turn the steering wheel of the tractor, the wheels steer in a new direction.In the fall, the system can be extended with a Farm, a Farm Kit and a Farm Animal Pack with wooden animals. There is even a Light & Sound Police Car so things do not get out of hand.

Yummy novelties to put your teeth in
The new playful Teether, Teether Ball and Clutching Toy let the youngest discover all their senses. The infant can bite and feel different materials. They can let their fingers explore the different textures of the toys and they can easily pick them up with one hand if they drop them.
– When an infant discovers a new movement, it triggers new muscles and sends new signals to the brain. At the same time, their muscles and senses get the stimulation they need. The best toys for the youngest are sensorial objects that stimulate touching, hearing, seeing, tasting and smelling. That’s why we use different colours, materials, and sounds in our infant toys, says Annica Nygren, Category Manager at BRIO. BRIO can be found at Nuremberg Spielwaren- messe in hall 4, C55/D50 from 27 January to 1 February 2016.

About BRIO
For over a century, our driving force has been to spread joy among children around the world. We want to create happy childhood memories where the imagination is allowed to flow freely. BRIO is a Swedish toy brand that creates innovative, high-quality and well-designed wooden toys that give children a safe and fun play experience. The company was founded in 1884 and is represented in over 20 countries. For more information, please visit www.brio.net

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Further information
For further information and enquiries,
please contact:
Fia Rasmusson, Brand Manager BRIO AB
+46 736 44 90 63