This partnership will see Golden Bear launch the My First JCB range aimed at children aged twelve months and over.
The range will be launched for autumn/winter 2008 and will centre around bold and bright chunky vehicles each with their own unique character. The different personalities have friendly faces and many memorable phrases.
John Hales, Chairman of Golden Bear commented: "We are delighted to be working with one of the world’s most successful companies. This is an excellent agreement which gives Golden Bear global rights and provides excellent development potential”
Sam Johnson, brand manager for JCB said: "This is an exciting new partnership for JCB and we are delighted with the new range of characters which are based on real JCB machines.
"The My First JCB range fits perfectly with our constructive play theme, helping to bring our machines to life for early pre-schoolers. It’s an exciting new synergy between JCB and Golden Bear, two successful, British, family owned businesses competing on a global scale".