Marbel Builds on Brio success

New wooden-based construction line due as distributor looks to expand on good retail performance in 2011.
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Ambitious Marbel is aiming to build on Brio’s solid reputation in the business, with plans for 2012 including the launch of a new wooden-based construction system, plus further activity at retail level.

Marbel, which took over the exclusive distribution rights in the UK for Brio in early 2011, is readying for the arrival of Brio Builder – the wood-based construction system allows children to build sturdy models with realistic details. There are eight different models, and all of them can be built into a secondary model.

On top of the new launch, Marbel – which saw its sales increase by 40 per cent in 2011, with Brio being a major contributing factor – will be looking to create a more ‘exciting’ POS environment at retail level. Along with branded accessories such as shelf strips, Brio is handing out specially designed in-store light boxes showing short animated films which breathe life into its traditional railways. The aim is to stimulate children’s imagination to see beyond the boxed goods, drawing them into the world of rail play.

‘Play value’, as Brio calls it, has also been elevated, with the firm adding new details for the child to discover to enhance the play experience, while the product packaging was also modified back in 2010 to feature stronger imagery.

“We want to add extra details that make the Brio world special and engaging for the child,” Phil Nelson, Marbel’s marketing manager told ToyNews. “Through play tests, we see that children love to discover these extra details and it helps build a more interactive play world. We are keen to maintain and build on Brio’s already solid reputation, gaining greater recognition as a household name. 2012 should see Brio retain its standing in the market and gain more weight as a reliable partner for parents in a fickle market.”

Marbel: 01208 873123

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