Troubled Brio retreats from Toy Fair

Wooden toy specialist Brio has pulled out of Toy Fair, as it looks to regroup.
Publish date:

A statement released by the firm said: ?Brio?s new group strategy and focus means going through many positive changes to ensure Brio leads the market. By focusing on exciting product launches, more trade and consumer marketing to ensure total awareness.?

Last year the firm promised to restructure and refocus on toys after replacing CEO Tomas Persson with Thomas Brautigam.

The statement continued: ?Brio is restructuring how their business is managed with more investment being made to support and grow the brand identity and product development, the two most crucial elements in the Brio strategy. One of the first changes is that Brio will not be attending the London Toy Fair next year as the changes and launches will start February 2006.?



BRIO acquires nursery brand

BRIO has bought up the remaining half of Norwegian firm ENG (European Nursery Group), in which it already owned an existing 50 per cent. The firm has signed an agreement to acquire the


Toy Fair U-Turn for Lobster

Although Heathrow-based toy maker Toy Lobster announced last month that it had pulled out of this year’s Toy Fair, it has now performed a U-turn after the late arrival of several new lines.


Toy Fair sells out

The 57th annual UK Toy Fair is now sold out, with 180 toy companies signed up to exhibit at Olympia this month.


Toy Fair confirms move

As previously predicted by ToyNews, the BTHA has moved dates for Toy Fair 2006 at ExCeL from Thursday January 26th ? Sunday January 29th to Wednesday 25th - Saturday 28th.

Big trouble in little China

Steve Reece takes a look at the industry’s recent over reliance on China as a manufacturing hub and what possible solutions are on hand to help toy firms.

Featured Jobs