JCB reveals fleet of new licensing deals

Gemma, Zippy Baby, Kids Bee Happy and Sambro all sign up for growing brand.
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The JCB Kids brand is continuing to build up a strong following of licensees, with the firm adding a further four to its portfolio.

First up, Gemma will initially be focusing on producing a range of greetings cards and gift wraps featuring the My First JCB brand. Joey JCB and other characters will appear on cards alongside the latest bold style guide assets, aiming to appeal to two to four year olds.

The range includes age and relation cards, plus gift bag and wrapping paper. Gemma will be showcasing the range on its stand at PG Live in London next month.

Moving on, and Zippy Baby will be rolling out JCB themed baby garments including baby bandana bibs and baby gifting items.

Meanwhile, Kids Bee Happy will look to appeal to kids of all ages with a range of sand art sets featuring the My First JCB characters for pre-schoolers and authentic JCB machines for older children.

Finally, Sambro will partner with JCB Kids on a range of key children's categories including 3D luggage, back to school and lunch and dinnerware.

"I am delighted that, through these partnerships, we will be bringing to market exciting new products for our young fans," said Sam Johnson, senior licensing manager at JCB Consumer Products. "Everyone from babies to school children can now enjoy the new JCB Kids product ranges, which allow them to further engage with this iconic British brand."

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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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