Brio back with biggest ever launch - ToyNews

Brio back with biggest ever launch

With new-found stability and new management, Brio is about to launch its most ambitious new product line to date, backed with its biggest ever marketing spend.
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The new Network range introduces a whole new play-world centred around the inner workings of a computer, inhabited by small creatures such as Emo, the e-mail officer, who travels all over the network delivering electronic messages; Turner, the recycler; Dex the searcher; Bernie and Lazy the CD burners and of course, the bad guys Viro, Pop-Up and Para - the Bugs.

Packed with electronic features, the playset allows characters to communicate with each other by delivering the various different messages, each with their own trademark sound effect. There are 15 messages to collect. To listen to one, children simply place the networker or virus character on a mailbox or in Emo’s Mail Hub together with a message.

There will be 15 diffferent SKUs available ranging in price from £6.99 for the collectable mail packs up to the Network Medium Set which is basically the entire system for £59.99 and will be the lead item for Christmas.

The range will be backed by a £500,000 marketing spend, the firm's biggest ever and will initially be launched in five different locations worldwide with full roll out of the product in September.

After a tough time over the last few years, which saw a number of redundancies and production moved to the Far East, the firm is back on track with fresh investment from Swedish firm Proventus and a new UK MD in Paul Sirett.

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