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Golden Bear digs JCB deal - Licensing.biz

Golden Bear digs JCB deal

Toy maker signs up with construction brand to produce a new pre-school range.
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Golden Bear has inked a deal with construction brand JCB to produce a new pre-school range.

The partnership will see Golden Bear launch the My First JCB line aimed at children aged 12 months and over.

The collection will be launched for autumn/winter 2008 and will centre around bold and bright chunky vehicles, each with their own unique character. The different personalities have friendly faces and a number of memorable phrases.

John Hales, chairman of Golden Bear, said: "We are delighted to be working with one of the world's most successful companies. This is an excellent agreement which gives Golden Bear global rights and provides excellent development potential."

Sam Johnson, brand manager for JCB, added: "This is an exciting new partnership for JCB and we are delighted with the new range of characters, which are based on real JCB machines.

"The My First JCB range fits perfectly with our constructive play theme, helping to bring our machines to life for early pre-schoolers. It's an exciting new synergy between JCB and Golden Bear, two successful British family-owned businesses competing on a global scale."

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JCB

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.