JCB digs up new kids' furniture line

Firm joins forces with Kidsaw for digger themed children's bedroom furniture.
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Europe's top construction brand JCB has teamed up with Kidsaw to produce a range of digger themed children's bedroom furniture.

The collection includes two digger beds, a bedside table, a desk and chair set and a skip toybox. The range is being launched to the trade at this week's Manchester Furniture Show.

Kidsaw is the latest partner to join the growing JCB licensing programme in the UK. Other licensees include Golden Bear, Halsall and Rolly for toys, Peter Haddock Publishing for books, UK Greetings for cards and Go Entertain for DVDs.

JCB also licences its brand across adult categories such as DIY, trade tools, safety footwear and tough products like the JCB Toughphone.

"Our JCB diggers and trucks have a timeless appeal for young boys, and quite a few girls," said Sam Johnson, kids brand manager for JCB Consumer Products. "This innovative new range of slot together furniture offers digger loving children and their parents the perfect opportunity to create the ultimate in themed bedrooms.

"Kidsaw are the perfect ambitious partner for us and the range they have created for us shows that they completely understand our bold and fun brand."

Jason Leech, MD of Kidsaw, added: "We're delighted to be working with a trusted global brand such as JCB. The collection has been over nine months in development and we are immensely proud of the outcome. We see the potential to take this range beyond the independent sector into more mass market retailers."

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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.

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