6 NEWS Marbel Builds on Brio success
New wooden-based construction line due as distributor looks to expand on good retail performance in 2011… by Samantha Loveday
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.
Brio Builder will consist of eight different models...
packaging was also modified back in 2010 to feature stronger imagery.
‘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
“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
Brits star at Nuremberg Toy Fair as plans for 2013 get underway already
by Samantha Loveday
THE ORGANISER of the British Pavilion at Spielwarenmesse is already looking at ways to achieve even greater exposure at the 2013 show. Account manager Stuart Whitehill said that while the organiser of the Nuremberg Toy Fair has restricted the size of all the international pavilions, he would continue to lobby them. In addition, plans are afoot to repeat an online matchmaking service, enabling companies to set up meetings with international visitors in advance of the fair, while an international reception held in the pavilion on the Friday afternoon will be taking place once again.
MARCH 2012
Despite total attendance to Nuremberg falling by nearly four per cent this year, the number of UK visitors was up almost nine per cent to 2,155. There were 35 companies in the UK pavilion, of which 28 have already confirmed they would like to
exhibit again in 2013. Whitehill has also had interest from eight new firms which would like to be considered. “Unfortunately, the organisers have had to restrict any further increase in space of all international pavilions, with Spielwarenmesse wanting to
ensure they retain the current balance among official international groups,” Whitehill explained. “We continue to lobby them, of course, to see if more space can be found.” The 2013 show will take place from January 30th to February 4th.
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