Promotional push for JCB Kids

Published on: 8th March 2012

JCB, the world’s third largest manufacturer of construction equipment, is driving its JCB Kids business in 2012 through investment in a fresh PR and marketing campaign.

This will be spearheaded by JCB’s appointment of lifestyle and licensing PR experts, mi-commsPR and a widespread TV advertising schedule.

The marketing and PR activity will focus on two keys areas of the JCB Kids business – My 1st JCB, aimed at pre-schoolers and JCB Multi Construct, with boys aged four to eight in mind.

mi-commsPR will reignite media excitement around the bold children’s brand by celebrating key new product launches throughout the year, starting with notable new toys in the Spring. mi-comms will further capture media and consumer imagination via a high profile event later in the year.

The PR activity will complement a substantial TV advertising campaign by key licensing partners, planned to hit TV screens in the autumn, which will see the brand undertake its biggest and broadest TV presence in the UK yet.

Sam Johnson, senior licensing manager, JCB Consumer Products, said “I’m thrilled to announce the appointment of our new PR agency, mi-commsPR.

Kirsty and her team are not only experts in the world of toy licensing PR but have already exhibited the passion and determination needed to help us expand the JCB Kids brand into a key player in the toy industry”.

Kirsty Barr, managing director, mi-commsPR, adds, “We are delighted to be working with JCB in the kids sector; it’s an iconic British brand that has already demonstrated incredible growth in the competitive toy industry.  We are looking forward to shouting about the brand and help JCB realise its 2012 growth plans.”


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