Company Profile - Bruder

Bruder’s miniature vehicles drive the company forward

Toy World speaks to Julia Meyer, Marketing manager at Bruder Spielwaren, to find out how the proudly German manufacturer is bringing its reputation for quality and attention to detail to even more customers.

Bruder Spielwaren is best known for its 1:16 scale model vehicles, and the company has seen demand rising steadily in recent years. The business has expanded both its production and distribution to meet this demand, and Bruder toys are now available in more than 60 countries around the world.

In the UK market in particular, changes have been put in place to improve the company’s service to its retail partners. In 2020, Bruder’s Irish distributor, Banaghan & Co., took over the distribution for the whole of the UK, under the Alpha Toys name. Director Colm Banaghan has enjoyed a partnership with Bruder for over 40 years now, and his experience in working with the company means the Alpha Toys sales team can capitalize on a tremendous level of expertise.

Bruder’s growth is steady and healthy, according to Marketing manager Julia Meyer. She told Toy World: “Investments are made continually from our own resources. In new product development, which accounts for a large percentage of our annual investment, we always strive to be in tune with the spirit of the times. We have introduced bworld sets and new accessories to add play value to our core range of model vehicles. Their success, and the demand for them in the market, confirms that our strategy to develop the range is on the right path.”

Julia adds: “Our classics are not going out of fashion though and are still immensely popular: tractors, fire engines, ambulances or excavators are always highlights in children's rooms.”

Exclusively manufacturing its entire product range in the European Union, the company hosts all stages of development, from idea to production and marketing, under one roof at its head office in Fürth, Germany. This is where its toy vehicles are developed and designed using cutting-edge CAD computer programmes and 3D design workstations, before they are passed on in-house to mould making. Finally, the vehicles are “parked” in appealing packaging before they are shipped; the eye-catching packaging is designed to provide protection during transport as well as product information for the end consumer to digest prior to making a purchase.

Bruder attaches particular importance to the quality of its products. High-quality plastics and a sustainable use of resources are crucial elements of the development and production of all its toys. These factors are highly valued by parents, many of whom are willing to spend more money on high-quality toys made in the EU, rather than cheaper, competing goods from the Far East.

The company currently uses primarily recyclable engineering plastics in the manufacture of its toys. All plastics used meet or exceed the requirements of the chemical section of the toy standard for Europe and North America. Around 98% of internal material used comes from recycling, which means that there are few waste materials, and the company has been operating a certified energy management system since 2015.

Bruder specialises in the development of accurately detailed model toys in a scale of 1:16. The authenticity, realistic appearance and details are what children love about the products. Julia explained: “In the development of our vehicles, we pay a lot of attention to the look and functionality. The authentic features are the highlights; sometimes our developers spend months working on a certain feature until it works just like the original in the real world.”

An example of this attention to detail is the lifting platform of Bruder’s new Sprinter, which will be available in the UK from December. The lifting platform can be extended to a height of 70cm, and the basket remains in a completely horizontal position – meaning the bworld figure standing in it cannot fall over. Julia says the MB Sprinter is one of Bruder’s highlights for 2023.

The Bruder collection has also welcomed a newly developed Scania driver’s cab. The new bworld construction set, with vibratory plate, mortar mixer and – one of the most important features on any building site - a portable toilet, is expected to be a popular addition to the construction line for Bruder fans.

In 2024, beginning in the UK and Ireland, Bruder will be launching a classic model British car in the form of a Range Rover Velar. The original was voted as the most beautiful car in its launch year, 2018, and the new Bruder Velar model will have many realistic features including spring-loaded axels and a foldable rear bench seat. This is just one of the many new products set to be revealed at the toy fair in Nuremberg next year.

Bruder toys remain in strong demand, and Julia believes this is largely because their high quality and durability offers true value for money. The company will continue to focus on realistic play value, under its mantra “Just like the real thing” as it expands its collection, maintaining the high quality and attention to detail that children love and which means they can get the very best out of role-play.

“In terms of Christmas business,” Julia added. “Alpha Toys expects that the full potential of the Bruder range will be reached in Q4 this year. After struggling at times last year with supply, this year we are in a strong and positive position and are looking forward to increased success.”