Golden Bear announces Volkswagen deal

Published on: 15th October 2013

Golden Bear has announced a new deal, brokered by IMG, that sees Volkswagen added to its portfolio with the rights to develop and produce the toys in the UK for the next three years.VW_Officially-licensed300

Launching at London Toy Fair, the toys will be available at retail in Autumn 2014 in the UK, with the option to roll out the collection worldwide. The range will consist of custom-styled pre-school vehicles, designed for children aged 3-6 years, including the iconic Volkswagen Beetle and Campervans that incorporate the classic styling of the heritage brand.

Barry Hughes, commercial director of Golden Bear, said: “It is with great pride that we add the Volkswagen name to our collection of brands. Golden Bear specialises in the design of completely new toy collections and the addition of Volkswagen to our other world class brands such JCB and BMW Mini further strengthens our position in the market as one of the leading and most forward-thinking manufacturers of toys for younger children.”

Simon Gresswell, vice president of Europe for licensing from IMG, added: “Golden Bear has shown great consumer insight and a depth of creativity in their product development that confirms they are the right sort of partner for the Volkswagen brand, delivering innovation and valuable play potential. We are looking forward to the launch of this new range and seeing it come to fruition on retail shelves.”

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