Having seen success in the toy market, JCB is now eyeing up other areas.
JCB, the world's largest privately owned construction equipment maker, is showcasing its new My 1st JCB range at Olympia.
Aimed at children from one year old, the toys are based on three characters – Joey JCB, Roxy Robot and Larry Loadall. Each character has special skills and features encompassed in their bold personalities.
Golden Bear has introduced a talking range of the toys, due to retail in autumn and a publishing partner will be announced shortly. Further licences include apparel, gifts and DIY tools.
To read the full profile, simply click here.