BRIO has taken the tube for a new underground-inspired toy train after partnering with Transport for London (TfL).
The new London Underground train from BRIO features a three-part toy train, a Tube tunnel, two figures and a sign and the train lights up as it goes through the tunnel.
The deal was put together by TfL’s licensing agency IMG and is the move by the agency and its client to “bring the London Underground’s rich legacy and brand identity to global audiences in engaging new ways”.
BRIO international product manager Stina Wallin said: “Our range of toy trains, known as BRIO World, is designed to help children discover and explore the world in a fun and playful way. Introducing such an iconic train to our playsets is a fantastic opportunity for children all around the world to get a sense of the London experience.”
Ellen Sankey, Brand Licensing Manager for TfL, said: “We are particularly excited for this launch of London Underground-inspired toy train, as TfL’s brand embarks into the children’s toy market. With BRIO being one of the world’s leading toy companies, we look forward to bringing our instantly recognisable Underground trains to children across the world, allowing them to play with a little piece of London and its transport network at home.”
