JCB and Golden Bear cement new five year global toy deal

Published on: 18th September 2012

JCB has renewed its licensing agreement with GB Toys of Golden Bear.

The five year deal encompasses a wide range of playsets, vehicles, early learning, bath play and puzzles all under the ‘My 1st JCB’ brand. The renewed contract builds on the success of the My 1st JCB range which launched in 2008, and comes in the wake of a fleet of new deals and renewals for the pre-school brand.

Golden Bear Toys is responsible for the creation of the popular My 1st JCB On Site Playsets which launched this Summer, targeting a core audience of 1-4-year-olds. Golden Bear has supported the brand with TV advertising throughout the Summer and will continue this investment into 2013 and beyond.

International growth of the My 1st JCB brand is now a clear focus for both JCB and Golden Bear. JCB has also recently secured numerous new and renewal licenses for the home UK market. New partnerships include Walltastic for My 1st JCB wall murals, and Paper Projects who will produce a range of My 1st JCB sticker packs.


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