JCB extends licensing programmes with toy partners

The company has bolstered its licensing agreements with toy brands HTI and Golden Bear, with new lines set to launch in the future.
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JCB has strengthened its licensing programme with its toy partners, following the renewal of two licenses.

HTI has signed a five-year renewal with the brand to take the partnership over the 20-year milestone.

The firm is also set to unveil a line-up of new JCB products for autumn/winter during Nuremberg Toy Fair.

“We are tremendously proud of our association with Europe’s number one construction brand; it’s a delight to have such a great collaborative relationship with such a diligent and cooperative team,” said Alison Downie, global licensing and brand director at HTI.

“Being part of the JCB licensing programme affords us commercial perspective, a real understanding of the consumer, and that development of toy lines that are absolutely on brand.”

Elsewhere, Golden Bear has renewed its license from 2018 across the My First JCB range of toys.

During London Toy Fair the firm will showcase the new 2017 collection including the My First JCB Squishies, Muddy Bath Squirters and Tough Talkers, which will all available for autumn/winter.

Katherine Pierce, senior licensing and marketing manager at Golden Bear, added: "JCB is a fantastic brand with a vast amount of heritage, so we’re hugely proud of our My First JCB product range.

“We're delighted to be extending our license from 2018 and beyond, taking the brand forward with some exciting new launches developed in partnership with JCB.”


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