JCB reveals growth in consumer products programme

Golden Bear deal extended, plus new three-year agreement with Smith & Brooks signed.
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Construction giant JCB is continuing to grow its consumer products programme - renewing its toy deal with Golden Bear, while also revealing new deals in apparel and footwear.

The firm has secured a five-year global deal with Golden Bear, encompassing a wide range of play-sets, vehicles, early learning, bath play and puzzles under the My 1st JCB brand.

The new contract builds on the succss of the range, which launched in 2008 and targets one to four year olds.

In addition, JCB has signed a new three-year deal with Smith & Brooks to create a JCB boys' outerwear range. Following the strong sell through of JCB wellingtons with William Lamb's Rushton Ablett division, JCB has entered a multi-year deal covering all boys' footwear.

It has also renewed its relationship with Aykroyds & TDP to continue its nightwear and underwear deal to 2016.

On top of this, there are new partnerships with Walltastic for My 1st JCB wall murals, and Paper Projects, which will produce a range of My 1st JCB sticker packs.

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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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