Bang & Olufsen announced a new brand, B&O PLAY, a new brand for the company's more affordable portable audio-video products. B&O PLAY is about stand-alone products with clear and simple operation, rather than integrated home installations. Price points will be at more accessible levels than typically seen from Bang & Olufsen. The products will be designed to represent a different usage pattern of the digital generation and with a contemporary and playful design.

"We are very excited about the range of products that we will launch under this new brand. Through B&O PLAY, we will bring core Bang & Olufsen values of design, performance, and quality to a new audience," says Tue Mantoni, CEO of Bang & Olufsen. "We believe many new customers will be intrigued by the products offered under the B&O PLAY brand ? customers who want an ultra-convenient experience. We now offer them this experience in a beautifully designed solution combined with superior sound and acoustics performance so the quality of the listening experience is significantly improved. Additionally, we have received valuable feedback from our loyal Bang & Olufsen customers, indicating they would use these products in second homes, college dorms, or to enjoy media content on the move."

This collection of high-performing audio-video products will be available at Bang & Olufsen showrooms around the world, select Apple stores in U.S. and Europe, and from a new branded online store - store.beoplay.com (in Europe) and shopbangolufsen.com (in United States).

The first product to launch under B&O PLAY is the highly Beolit 12 portable music system, which will be followed by more products during 2012.