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Brio celebrates 130 years of play
The Swedish toy company is celebrating its 130th anniversary by paying tribute to the importance of play
04/03/2014
In 2014, Brio celebrates its 130th anniversary, and the Swedish toy company has decided to pay tribute to the concept of playing, and wants to celebrate the child within us all.
Around the world, there is a growing concern that play is not afforded the important and necessary role it should have in children's upbringing. Research shows that children are given less and less opportunity to play freely and that families are spending less time with each other.
In its campaign competition, "Liberate a Friend", Brio gives adults the chance to reawaken their inner child. The winner will be paid to take time off from work in order to be a child for a day.
"It’s a fun way for us to place the focus on something that we think is important. Free play is being given less and less of a role, despite the fact that we know that it is central to the development and creativity of both children and adults.", says Sophie Elvefors Deputy Managing Director of Brio.
Brio’s 130 year history
Brio was founded in 1884 in Osby, a small community in the south of Sweden, and as early as the 1940s, Brio was appointed official supplier to the Swedish Royal Court, an honour the company retains to this day.
Brio's first global success, the Labyrinth game , came in 1946. This was a unique invention that was not only adored by children but was also used all over Europe in the rehabilitation of thousands of injured pilots, following the Second World War.
Since then, successes have followed one after the other. 1958 saw the launch of Brio's miniature railway, with tracks and bridges made of wood. The Brio Railway with all of its components constitutes Brio's largest export.
"One of the keys to Brio’s survival and growth during its 130-year history is that we always placed our focus on the child and the act of playing while, at the same time keepin pace with the times. Brio’s history is an inherent part of the company’s identity and will be a strength as we look to the future”, says Sophie Elvefors.
