Brio changes tracks, picks up Disney license for wooden railway

Normally license-shy, specialty toy manufacturer Brio, based in Malmo, Sweden, has decided to test the waters with Disney Consumer Products. The toyco's just inked a three-year pan-Euro license with the IP giant to make wooden railway sets and preschool products based on Playhouse Disney properties.

October 30, 2007

Normally license-shy, specialty toy manufacturer Brio, based in Malmo, Sweden, has decided to test the waters with Disney Consumer Products. The toyco’s just inked a three-year pan-Euro license with the IP giant to make wooden railway sets and preschool products based on Playhouse Disney properties.

Mickey Mouse Club House characters including Donald Duck, Mickey Mouse, Minnie Mouse and stalwarts Tigger and Pooh will star in the line slated to make its industry debut in February and bow at European retailers next fall.

Territory coverage includes Europe, Russia, Eastern European, Israel, Turkey, Africa and the Middle East.

About The Author

Gary Rusak is a freelance writer based in Toronto. He has covered the kids entertainment industry for the last decade with a special interest in licensing, retail and consumer products. You can reach him at garyrusak@gmail.com

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