Brio Serves Account to Blue Plate Media

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Brio Corp., a subsidiary of the same-named Swedish toymaker, named Blue Plate Media Services LLC, Summit, NJ, as its consumer media agency of record.

The agency won the account of undisclosed spend after a fourth-quarter test for Brio, Germantown, WI. There was no official review.

"We had gotten the business through our relationship with the Toy Industry Association," Blue Plate CEO David Becker said. Brio is the world's leading maker of wooden toys.

Along with the Toy Industry Association, the agency also handles media planning and buying for Sesame Street, Leading Hotels of the World, Columbia University and Frederick Goldman Jewelers.

Blue Plate will handle media planning and buying for Brio and the two toy brands it distributes nationwide, Erector from France's Meccano and PlanToys from Thailand.

Brio will run a major consumer campaign for the holidays, which account for almost 50 percent of all toy sales. Media planned include television and print, with support from promotions, online marketing and outdoor buys. Online ads such as banners and promotions are linked to print buys.

Owned by Brio AB, the U.S. subsidiary's toy line this year includes the Wooden Railway System, baby and preschool toys, games and the Ambi product. In addition to the Brio toys, the company also will extensively promote Meccano's Erector as it looks to expand in the United States.

"Brio is looking at taking their brand beyond just specialty," Becker said. "So what we're doing is focusing on raising awareness levels. It's also to drive to retail, but not to specific locations. In addition to reaching their existing customer base, we're looking to seed new markets and really to connect the generations as their print ad campaign currently states."

Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting

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