JCB Extends Toy Partnership

U.K. construction company JCB has renewed its licensing agreement with GB Toys, a division of Golden Bear, for the My 1st JCB branded toy line.

The new five-year deal will build on the success of the My 1st JCB range, first launched in 2008, with play sets, vehicles, early-learning toys, bath play and puzzles.

Having established the brand in the U.K., JCB and GB Toys also plan to begin expanding internationally in the coming years.

“JCB is a strong British brand, and it has been gratifying to see such a positive response to the My 1st JCB range from retailers, parents and children,” says Sam Johnson, senior licensing manager, JCB Consumer Products. “We now have the opportunity to build on this success and we will be working in partnership with the GB Toys division of Golden Bear to provide even more creative play options to both the U.K. and international toy markets.”

In addition to the partnership with GB Toys, JCB also recently secured licenses in several other categories for its home U.K. market.

Smith & Brooks has signed on for boy’s outerwear in a new three-year deal; William Lamb’s Rushton Ablett division has expanded its partnership with JCB in a multi-year deal covering all boy’s footwear following the sell-through of JCB wellingtons; Aykroyds & TDP will continue their partnership for nightwear and underwear through 2016; Walltastic has signed on for My 1st JCB wall murals; and Paper Projects will produce a range of sticker packs.