New three-year deal marks ten year milestone for partnership.
JCB and toy firm Halsall have agreed a new three-year deal, granting the latter global rights to significant toy categories and also marking the ten year anniversary of their partnership.
The new deal will build on the already extensive range of toys, while including new categories such as bikes and scooters, foot to floor and battery operated ride-ons.
The central focus of the toys is on inspiring imaginative play, with the products all conceived from the distinctive yellow and black earth moving machines.
"We're delighted to reach this significant ten year milestone with our partners Halsall," said Sam Johnson, kids brand manager at JCB. "They have played an integral part in building an incredibly successful range of fun, bold and durable construction themed toys."
Andrew Coplestone, marketing director at Halsall, added: "JCB has proved itself to be a phenomenally successful licensed range of vehicles, wheeled, role play and construction toys for Halsall and we are thrilled to be continuing this winning relationship.
"Our success as a toy licensee is testament to the strength of the brand and a clear translation of the core brand values that consumers can instantly recognise and appreciate. We are tremendously proud of our association with Europe's number one construction brand and passionately believe that the extension of our licence agreement to include the additional category of battery powered ride-ons, as well as global distribution, will enable Halsall to further grow the brand in the worldwide toy arena."