The British heritage brand will also be exhibiting with a new category and retail opportunities.

EUROPE–The British heritage brand JCB will celebrate its 20th anniversary in the licensing industry at Brand Licensing Europe this week.

During the annual licensing trade show, JCB will give visitors the chance to see a real JCB machine in the form of a Mini Excavator. Visitors will also be able to join the team for a toast to the brand’s success. In addition, JCB will be exhibiting with a new category and retail opportunities.

JCB began licensing 1997 with a range of kids’ and men’s’ apparel. Today, the brand boasts more than 55 licensees spanning pajamas, bedding, toys and books for younger JCB fans as well as clothing, tools and accessories for older generations.