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BRIO and Volvo CE construct new preschool toy range

The toyco's first partnership with a construction brand will include wooden versions of vehicles developed by Volvo CE and a brand activation in Sweden's Munktell Museum.
September 6, 2022

Scandinavian toyco BRIO and Sweden’s Volvo Construction Equipment (CE) are partnering for the first time to develop a new range of wooden construction toys for the growing building play market.

Targeted at kids ages three and up, the line of BRIO Builder vehicles features a wheel loader, a hauler and an excavator that closely resemble real-life machines designed by Volvo CE. They’ll launch in retailers across the UK and on BRIO’s e-commerce site later this fall.

Volvo CE is aiming to inspire an interest in engineering with these toys, which teach hand-eye coordination and develop an interest in design and architecture, said brand communication and partnership exec Arvid Rinaldo in a release.

Coinciding with the toy line’s launch, a BRIO Builder exhibit and a life-size wooden replica of the wheel loader will be featured at the Munktell Museum in Sweden that’s run by Volvo CE. More than 100 historical vehicles are on display in the museum, which archives nearly 180 years of Swedish industrial history.

Founded in 1884, BRIO produces more than 200 infant and preschool products ranging from wooden toys to train systems and role-play sets. The toyco was acquired by UK puzzle and board game manufacturer Ravensburger in 2015.

According to a June 2022 report published by ResearchAndMarkets.com, the global construction toy market (which includes wooden construction toys, play sets and building blocks) grew from US$8.94 billion in 2020 to US$9.04 billion in 2021. And it’s expected to reach US$12.31 billion by 2026. 

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