BRIO Flora
BRIO Flora
Can we rethink segmentation to inspire true play?
To grow their audience, BRIO needed to expand its product range — without losing the heritage and design philosophy that make the brand unique.
We helped the team see play through fresh eyes. Using our Play Personality framework, rooted in behavioral psychology, we unlocked new ways to design experiences that feel inclusive, modern, and unmistakably BRIO.
The new product range launched in fall 2025 under the name BRIO Flora.
We helped toymakers think differently about play
Traditional segments like age or gender can only take you so far. BRIO wanted to understand what truly drives kids’ connection to play. Through workshops with teams right across the organization, from product and design to marketing and sales, we introduced BRIO’s teams to Peppy’s Play Personality framework.
Rooted in behavioral psychology, it helps brands see beyond demographics to the motivations behind play. The result: a shared language that unites teams and inspires design that feels authentic for every child.
We turned insights into a more inclusive product strategy
Our deep-dive audit of BRIO’s product ideas, packaging, and communications revealed how the brand could evolve to appeal to more kids without losing its timeless character. And our competitor analysis highlighted ways BRIO can differentiate its products in the eyes of millennial parents.
These insights shaped the launch of BRIO Flora — a play experience designed for storytellers, explorers, and dreamers alike.
