JCB bolsters licensing deal with Specsavers

Specsavers is rolling out a detailed marketing campaign to mark the launch of JCB’s eyewear.
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JCB is strengthening its partnership with eyecare specialist, Specsavers, following the launch of a line of kids’ frames.

Expanding on the deal to produce JCB Safety Eyewear exclusively at Specsavers, six JCB Kids fashion frames launched on April 5th throughout the UK and Ireland.

To support the launch, Specsavers is rolling out a marketing campaign to include national and local media advertisings, in-store merchandising and FSDUs, as well as digital and social media activity.

“We are very excited about this new partnership with JCB and the finished product has exceeded our expectations,” said Kerry Pullin, director of range development at Specsavers.

“As you would expect from Specsavers and JCB, these glasses are tough and look great. They are also really comfortable to wear, which is very important for all eyewear, especially children's glasses. The collection offers a great choice of colours and designs, in everything from the distinctive black and yellow of JCB, to metallic blue and satin silver. Young adventurers and thrill seekers are going to love this specs.”

Sam Johnson, general manager of JCB Consumer Products, added: “We are thrilled to extend our licensing strategy to embark on a partnership with Specsavers. Knowing how many children have a need for glasses – and indeed how they can use their eyewear, it was important we develop a range of frames for younger JCB fans that were built to last.

“The JCB brand is known for its long lasting industrial strength and to be able to offer stylish frames that would appeal to children and be durable enough to appeal to parents was extremely exciting for us.”


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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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