JCB has agreed a three-year licence deal with InspirationWorks UK to develop a range of pre-school electronic toys themed around the My 1st JCB brand.
The brand introduces a young audience to a world of earth-moving equipment using a range of characters, including Joey JCB and Doug The Dumptruck.
InspirationWorks UK will introduce educational electronic toys, which will include a Learning Track and a first laptop. The toys, which will be available from autumn/winter 2011, all feature JCB’s bold and distinctive colours, graphics and sounds.
Sam Johnson, kids brand manager, JCB Consumer Products, commented: “This is another important step for our My 1st JCB brand and we couldn’t have picked a more enthusiastic and dedicated partner than InspirationWorks.
"We’re confident that all our young digger fans will be delighted with the range when it launches next year.”
“We’re delighted to be partnering with a classic and growing brand in JCB. This is our first pre-school ELA property with specific focus on boys, and we’re looking forward to another success story,“ added David Martin, director and general manager of InspirationWorks UK.