Scott Kveton

Brio Toys

Do you remember playing with a Brio trainset when you were a kid? They are made out of wood, very solid, well-built toys. I loved them as a child and now I love them as a parent.

Until I found out how much they cost.

Brio is a toy company that has been around since 1884 and has a long history being a manufacturer of “Safe, Durable, Open ended Toys”. I even admit that their goals as a company are quite good as well.

I’m all for local artisans doing craft work. I’m all for supporting a vendor that has done great work over the years. But c’mon. $20 for a wooden train engines and even closer to extortion for the tracks it runs on?! Are you kidding me?! Fortunately we were gifted a big set of this stuff from my in-laws but still our son loves them and always runs to that part of the store when we go toy shopping. But last week, I got lucky.

I was wandering the aisles at Target in Albany, OR and Živio noticed it before I did; a knock off train engine set that is identical to the Brio stuff. Hooray!!

Now I know what you’re thinking. You’re not supporting this company and more importantly supporting a company that is ripping off the Brio train set style and setup. Agreed. However, its the 21st century. Why wouldn’t Brio just source this stuff through China (where the knock-off was made) and then have their folks in the UK focus on design of new cool engines and tracks? The price would go down, the volume would go up and the world would be full of Brio products.

I also know that Brio likes to support the many small toy shops that carry their products. They do this by not providing the means to purchase directly from them on-line via their website. Again, this seems a little nuts to me. Its not like I can’t get this stuff on-line if I want to. Why not take advantage of that and sell directly cutting out the middle man? If I have a local shop and look at the toys there, I’ll buy them. But if I live in a small town (like I do) odds are its harder to find a dealer of Brio toys. Not only that, they don’t do any favors for dealers in any other countries than the UK and Ireland; there is no store finder for those places.

Doing these two things would be a great IMHO – I love these toys. So simple, very few bells and whistles and I know my son has spent literally countless hours playing with them. Making it easier to get them, driving down the price and increasing their ubiquity are all good for Brio and kids alike.

Just my $0.02 as a parent and purchaser of toys.

About The Author

kveton

28th

September 2006

bykveton
posted in Uncategorized
11 Comments »

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christine 15 #

09.29.2006 23:26
1
Scott, First, here’s hoping for many sleepful nights re the new baby! On the issue of ‘knock-offs’: when you buy a British toy, it is made under EU and British high standards of production. The USA is no where near. Paint, construction, materials. Your child could virtually eat the thing. By passing construction to a Chinese manufacturer, those standards don’t have to be met. Every British parent knows that. I know it. That’s why I only give my little friends toys Made in Germany/England/Italy. I know the adhesives have no formaldehyde and the paints no carcenogens nor heavy metals. Re the price? From my friends I hear that childhood is very expensive all ’round. Use the boxes, too.
Aaron Wormus #

10.01.2006 06:15
2
Oh well, that comment didn’t go through :)

http://flickr.com/photos/aaron/tags/brio/
Molly #

01.29.2007 20:50
3
Hi Scott,

This is in response to your BRIO request. I love BRIO as well, and think they are a great toy, but way too expensive. But I just found out the Target is carrying the line and the prices are going down!

Plus I wanted to let you know about a new offer for BRIO lovers.

http://www.knex.com/2007brio/

So now they are even cheaper. Enjoy!
Anonymous #

08.18.2007 19:02
4
“Why wouldn’t Brio just source this stuff through China”

Commenting from the future, I think current events have answered your question.
Anonymous #

10.06.2007 19:53
5
Looking at the made in label on some recent BRIO products, it appears they have Scott’s advice.

As a parent in the US, I follow Christine’s model. I buy my kids few toys, and ensure they are made in Europe. When I grew up I had very few toys, and I don’t think that really is a bad thing. I think making toys so plentiful and cheap has had a negative influence on our children, not a positive one. I had a few cousins who had far more toys then I had. While I loved visiting them, I noticed they really didn’t care about their toys and seemed to get bored with toys much faster then I did.

my .02.
kveton #

10.07.2007 03:37
6
How can you be sure its made in Europe? I mean look at this Thomas the Tank engine fiasco with Brio branded Thomas toys? The red engines all used a lead based paint and were in fact manufactured in China. All of this at the same Brio markup … that sounds a little fishy to me … you figure $1 max to manufacture those and then retail for $20 US?! That’s nuts.
Anonymous #

10.07.2007 14:23
7
You can check for where any toy is made on the box. The BRIO toys I’ve seen recently at train stores in the TwinCities metro say “Designed in Sweden, made in China”.

Actually BRIO and Thomas are not owned by the same company as far as I know. They are marketed as “compatible”.

As for the markup: I’m pretty sure that when companies move their manufacturing to China they don’t lower their prices (if they don’t have to) to reflect the savings. They pocket the difference.
April Sombs #

03.13.2008 14:05
8
My grandson has a Brio engine #512 – gift for Christmas. (fabulous little engine!) How do we open this thing up to put in a new battery. Box is gone! Any help?
Anonymous #

05.31.2008 08:47
9
Hi April,

inside the smoke stack at the front of the train is a cross head screw. Unscrew it and the black plastic will come away revealing the space to fit 2 x AAA batteries.
David 3rd #

07.28.2008 00:55
10
I have just taken inventory of my 37 year old Brio track (I think). I have over 60 pieces that have the old rubber insert in the track connection end. How does one make repair to this track set.

I also have over thirty pieces of the old unpainted wooden cars that have metal hooks and loops at the end of the cars.

Can some one give me some history on this train set and tell me if this is a Brio original.
Gordon #

09.17.2008 04:15
11
Welcome to the real world
When my children were young, I bought them Brio train sets and track. The cost was high but they were well made and the stores would replace broken track.
I just returned from Austria, where we stayed with a family. Their young son needed some toys, so off shopping we went. At the shopping mall I bought him a Brio train set, like i did for my boys. When we got back to their home, my son looked at the box……….. hey dad, it’s now made in CHINA

If you go to their web site, they sure like to hide where it’s made
Good luck to Brio, I don’t support China

Brio Toys

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kveton

28th

September 2006

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