Halsall Toys International has signed a new three-year partnership with JCB.
The agreement will see the global master toy partner get the rights to categories including vehicles, role play, bikes and scooters, wheeled and battery operated ride-ons, plus construction play.
HTI has been a JCB licensee for over ten years, with the new deal extending the relationship until at least the end of 2013.
"Our success with HTI keeps growing year after year," said Sam Johnson, kids brand manager at JCB Consumer Products.
"It's fair to say the HTI team understand our brand through and through, and we're confident this new deal will further strengthen our licensing programme both within the UK and beyond."
HTI's CEO John Hutt added: "We are delighted to be continuing this partnership with JCB. Our success is testament to the strength and popularity of the brand, combined with our continued investment in tooling. The extension of our worldwide licensing agreement with JCB will enable HTI to grow the brand into global territories."