Toy company will expand to baby care, homewares and more.

The Swedish toy company Brio has appointed Ink Global to represent the company across merchandise, publishing and promotions.

Ink Global will now implement a brand extension program designed to further bring the company to consumers and fans. Initial categories for the brand’s extension include baby care, homewares, interior design and textiles.

The first product launches are planned for the second quarter of next year.

“Brio is a global symbol of childhood, so we’re delighted to have signed this new deal–especially as we are both Scandinavian companies,” says Claus Tømming, director, Ink Global. “It’s one of the biggest toy brands in the world and the commercial potential is huge, as it will appeal to both kids who are discovering Brio for the first time and parents who grew up with this classic brand.”

Brio was founded in the 1880’s and is best known for its wooden railways. Today the company has a presence in more than 30 countries, with strong brand awareness in the four Nordic markets, the U.K., U.S., Germany and France, says Ink.

“We are Brio create happy childhood memories and for the future we see opportunities to broaden our offer outside our beloved toys,” says Diana Melander, head, legal and licensing, Brio. “We are happy to have a very well-known and genuine brand and see a great potential in licensing. In Ink we believe we have found the best partner to help guide us on this journey.”