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The purpose of "BRIO 2008" is to make BRIO sustainably profitable. The progressive strategy focuses on developing new products and concepts as well as expanding the BRIO brand internationally. With the new scheme, the company will transform from a product-driven to a consumer-driven business. - "We have identified several promising opportunities for BRIO. With "BRIO 2008" we will utilise the best of them to create growth. Initially we will have to cut costs and the measures we are taking are vital to ensure that BRIO prevails both in the short and long term," says Thomas Bräutigam, CEO of BRIO.

The company expects the "BRIO 2008" scheme to save SEK 80 million annually with effect from 2007. The cost reductions will free up resources for the new development plans as well as increasing short term profitability. The objective is to reduce tide up capital by SEK 100 million until 2007 (as compared to the level of 2004 and adjusted for the present company structure). At the same time "BRIO 2008" will cost SEK 30 million as a one-off cost which will be charged to Q4, 2006.

The main focus of "BRIO 2008" is to increase sales through innovative product development that better suits today's consumers. Parents of children up to 5 years old, in BRIO's main target group, are generally both working and often lead very active, social lives. They are looking for products with quality and functionality that are fashionable and attractive to use. BRIO will better meet these needs in the future.

Short term "BRIO 2008" means new cost reductions. 70 people will be laid off in Sweden and further 30 will be affected worldwide. The 70 jobs in Sweden include the 38 employees at the factory in Killeberg. The reason for closing the factory is a change in production strategy to enhance the company's competitive edge.

For more information please contact: Thomas Bräutigam, CEO, BRIO +46 733 777 979

The toy company BRIO was founded in 1884. Today BRIO is one of Sweden's strongest brands and an international group with approximately 660 employees. The company has subsidiaries in 12 countries and sales to another 50 countries. Aside from development and sales of toys under the BRIO brand, BRIO operates an extensive wholesale business. BRIO is the sole owner of European Nursery Group (ENG) which is the leading company for prams and childrens accessory in the Nordic countries with a turnover of 300 M SEK and employs approximately 150 people. BRIO's headquarters is located in Osby, Sweden. The BRIO B share has been listed on the Stockholm Stock Exchange since 1985.