JCB digs up new stationery and publishing deals

Igloo Books and Sketchlab to launch new lines from spring 2013.
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JCB has secured a brace of licensing partners to help build its brand in the stationery and publishing sectors.

Igloo Books has acquired worldwide children's publishing rights, with eight lines set for launch from spring 2013. The range will be aimed at young pre-schoolers under the My 1st JCB brand, as well as older children through real machine imagery and activities.

The books will include story board, sound, touch and feel, activity, novelty and annual formats.

John Styring, CEO of Igloo Books, said: "We have been looking for a suitable partner for many months now and, where diggers and tractors are strong sellers for us, then who better to team up with than the leaders in this area, JCB."

In addition, Sketchlab is due to launch a range of children's stationery, as well as new adult lines next spring. The children's line is inspired by the My 1st JCB range of characters including jero Joey JCB.

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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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