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BRIO forecasting solid growth through 2021

Ravensburger is looking to further build on the success the BRIO brand has enjoyed over the past year, with a host of new launches planned, supported by key marketing activity.

The brand saw strong growth throughout 2020, up 35% on NPD £ data which was driven by BRIO World. This year, further growth of 24% is forecast thanks to new launches which have so far included the battery-operated BRIO Steaming Train, five new engines and two additions to the BRIO Smart Teach Sound lines: Rescue Action Tunnel Kit and the Train Service Station.

For the second half of the year, there will be a further two Smart Tech Sound launches including a 91-piece Deluxe Railway Set and a Waterfall Tunnel. BRIO has also joined forces with Disney to launch new Princess-themed sets, making it possible for BRIO to reach new target audiences in railway toys.

In terms of upcoming marketing activity, there will be TV ads, YouTube influencer outreach, social media and programmatic, cinema and print advertising. In addition, there is also a tie-up with more parenting magazines to extend the awareness of BRIO Builder, the open-ended construction system for children aged 3+. A social media campaign is due to run, too, focused on the Race Car from the BRIO toddler range.

“Our ambition is to grow sales by a further 15% and double the business in the next three years, in addition to continue establishing BRIO as the leading premium preschool brand,” said head of marketing and product development, Katy Fletcher. “The BRIO team based in Sweden are working on a stellar new line-up for 2022 across BRIO World, Toddler, Builder and Games with a continued focus on the Smart Tech Sound range.”

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