SWINDON, England, Dec. 6, 2012 /PRNewswire/ -- Consumers in the U.K. can now access BRIO's full line of timeless toys in a whole new way. BRIO, the makers of classic wooden toys for almost 130 years, has partnered with Shopatron to launch a new eCommerce store that incorporates local retailers into online sales.

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Founded in Sweden in the late 19th century, BRIO created the first wooden railway toys and to this day offers one of the largest selections of classic and wooden toys in the world. Until recently, shoppers in the U.K. could not place orders through the company's website. With Shopatron, the world's only retail-integrated eCommerce solution, BRIO is finally able to sell through its website, offering the convenient experience its customers expect, while continuing to support its loyal dealer network.

Using Shopatron's order exchange, BRIO will take orders placed on briotoy.co.uk and hand them off to its network of U.K. dealers for delivery to the customer. Not only does this reduce shipping costs and delivery times for U.K. customers, it also promotes brand loyalty and encourages retailers to stock more product to fulfill online sales.

"Working with Shopatron is the perfect way for BRIO to blend the old and new," said Phil Nelson, Marketing Manager at Marbel, the U.K. distributor for BRIO. "By pairing the timeless nature of our handcrafted toys with the ease of online shopping, we have created the best of both worlds for our customers."

Shopatron works with 120 toy brands worldwide, which partner with more than 3,300 toy and hobby dealers to deliver online orders to consumers. To learn more about Shopatron, visit ecommerce.shopatron.com.

About BRIO
BRIO's history began in 1884 with basket maker Ivar Bengtsson, and today BRIO is a global corporation. But the signature material in BRIO toys has always been—and will always be—wood. BRIO's wooden railways have always been natural classics that children never grow tired of. The tracks are the same reliable foundation in the railway system as always, while the assortment of trains, buildings, and accessories constantly changes and grows. To learn more about BRIO, visit briotoy.co.uk.

About Shopatron
Shopatron is the world's only eCommerce solution that increases sales online, while also increasing sales through retail stores. Shopatron's eCommerce and order management solution provides an innovative and flexible approach to online sales that matches the unique needs of branded manufacturers, multi-channel retailers, and online marketplaces. Founded in 2001, Shopatron works with more than 1,000 branded manufacturers and 20,000 retail partners across more than 40 industries. Clients include top brands such as Bosch, Suzuki, Mizuno, Ducati, JL Audio, K2, Intermix, and Sport Chalet. The company has offices in San Luis Obispo, California; and Swindon, United Kingdom.