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Troubled Brio retreats from Toy Fair - ToyNews

Troubled Brio retreats from Toy Fair

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

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