JCB machines take starring role in Dreams Come True sculpture in Germany - Licensing.biz

JCB machines take starring role in Dreams Come True sculpture in Germany

Shows two oversize child's hands made of aluminium, playing with JCB vehicles and figures.
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A new sculpture called Dreams Come True has been unveiled in Germany and brings two JCB toys to giant size proportions.

The sculpture - by Lorenzo Quinn - is a donation from Germany toy manufacturer Bruder to the city of Fuerth, near Nuremberg. It has been placed in the centre of a roundabout along the town's main street, and shows two oversize child's hands made of aluminium, playing with JCB vehicles and play figures.

The sculpture stands at 16 metres long and three metres high.

Over 600 people attended the unveiling ceremony including the Bruder workforce, national and local media, regional politicians and the mayor of Fuerth.

Bruder has been a JCB licensee for over 12 years and the partnership - recently renewed for a further five years - has seen the development of a series of 1:16 scale JCB hobby toys.

"The donation of this fantastic sculpture by Bruder is testament to their ongoing commitment to the town of Fuerth and the wider regional economy," said Sam Johnson, senior licensing manager for JCB Consumer Products. "We are immensely proud of our licensing partnership with Bruder and, of course, delighted that Bruder have chosen JCB machines at the heart of Lorenzo's sculpture."

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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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