JCB Consumer Products is continuing to extend its brand - sealing its first deal in the publishing sector with Peter Haddock Publishing, part of the DC Thomson group.
The deal grants the global rights to PHP on children's books in a wide range of formats. Books featuring the illustrated My First JCB team of machine characters will target pre-schoolers (two to four years), while a further line will be aimed at older boys (four to eight years) by focusing on real JCB machines in action.
Sam Johnson, kids brand manager at JCB Consumer Products, said: "Children of all ages have a fascination for JCB machines, from giant excavators to our dancing diggers.
"Publishing represents a natural progression for our licensing programme and is a great way to tap into the excitement created by our diggers. We are confident that Peter Haddock Publishing will deliver a fun and bold experience that is true to our brand in this arena."
Commercial director of PHP, Carolyn Meah, added: "We are highly delighted to be working in partnership with JCB in creating this innovative and exciting range. The addition of another strong brand to the PHP portfolio will complement the creative range that already exists."