BOYS MONTH: JCB readies for 65th birthday push

New style guide, refreshed lines and new licensees revealed.
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Top construction brand JCB is shoring up its licensing programme ahead of its 65th anniversary in 2010.

On the pre-school side, a new My 1st JCB style guide is launching in January, expanding the world of Joey JCB and friends. Golden Bear (toys), Kidsaw (bedroom furniture) and Peter Haddock Publishing are joined by a new line-up of partners including Cohen & Wilks (boys outerwear), Aykroyds TDP (nightwear and underwear), VMC (accessories/dress-up), Character World (home textiles) and Grosvenor (toiletries).

Meanwhile, Halsall has a refreshed range of vehicles, wheeled and role play toys, all geared around real JCB machines and power tools. This year has been a record one for the firm’s JCB line and it is eyeing up further expansion in 2010 into European and ROW markets.

Further new collectable toys, targeting boys aged six and over, will be launched at Nuremberg from other global partners including RC2, Bruder and Siku.

Numerous live experiences – such as Diggerland theme parks, the Digger Challenge at Legoland Windsor, Dancing Diggers/JCB GT displays and JCB Young Drivers Zones – are also being planned.


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The brand licensing programme for JCB began as far back as 1996, with a direct to retail deal with Debenhams on kids and adult apparel.

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