Disney inks license agreement with BRIO


MUMBAI: The Walt Disney Company Limited has signed a three year license agreement with BRIO for wooden railway sets and wooden preschool products that match Disney’s Playhouse Disney programs.


The agreement involves Mickey Mouse Club House with characters such as Donald Duck, Mickey Mouse, Minnie Mouse etc and My Friends Tigger and Pooh.


“A significant share of the global toy market is licensed products within well known toy assortments. BRIO is a leading manufacturer of wooden toys, which is why it is exciting for us to strengthen our portfolio with a European license agreement with Disney. We look forward to the new collaboration where we can combine the strength of the BRIO brand and our distribution channels within Europe, with the strengths of Disney as a commercial partner,” said BRIO CEO Thomas Bräutigam.


BRIO’s product development is now in process and the products will be launched at the trade fair in Nürnberg in February 2008 and be out in the Autumn of 2008 until 2010. The agreement includes sales in Europe, Russia and former Soviet republics, Israel, Turkey, Africa and the Middle East.


BRIO is a Swedish company that designs and sells toys, prams and children’s furniture. The company was founded in 1884 and is today an international group linked with the BRIO, ALGA, SIMO and Carena brands. The BRIO Group also includes Scanditoy, an extensive distributor of toys in the Nordic countries.