PRE-SCHOOL MONTH: My 1st JCB range grows

Golden Bear to launch new characters, plus other lines; ten new licensees added in last year.
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With JCB celebrating its 65th anniversary in October, the firm's consumer products division is planning on making a significant impact with its My 1st JCB collection at September's Brand Licensing Europe.

A new style guide will be unveiled at the show, complete with a fresh packaging look and format for spring/summer 2011 onwards.

The pre-school brand was launched in 2008 to sit alongside JCB's more established boys offering.

Global master toy licensee Golden Bear is planning to launch new characters Marty Mixer and Tommy Truck as talking vehicles for autumn/winter, along with bath squirters, puzzles and vehicle play-sets.

A total of ten new licensees have been added to the My 1st JCB programme in the last 12 months.

On the apparel side, Aykroyds & TDP (nightwear/underwear/swimwear) and Cohen & Wilks (outerwear) lead the way, with Cleversocks, Rushton Ablett (wellies, sandals) and VMC (accessories) also on board.

In the homeware and gifts category, Character World has been joined by Kokomo (toiletries) and Zak (tableware, melamine). A bedroom furniture range by Kidsaw continues to perform well in Tesco stores and independent outlets, while, finally, Peter Haddock Publishing is continuing to make inroads into Europe after a successful launch at Bologna Children's Book Fair earlier this year.


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