JCB readies for biggest ever TV advertising push

Firm to support line-up of over 60 products with heavyweight PR and marketing activity.
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JCB IS kicking off its largest ever TV advertising campaign for its toy lines, led by master licensees Golden Bear and HTI.

The marketing and PR activity will focus on two key areas of the JCB Kids business – My 1st JCB and JCB Multi Construct. Over 1,300 TVRs are planned, with the first wave hitting in August and then further bursts throughout the key Q4 period.

On the pre-school side, the focus will be on the two new hero play-sets from Golden Bear – On-Site Charlie Crane and On-Site Rock Loader.

For the older four to eight age range, the focus is on Build & Rebuild play patterns, with HTI showcasing its expanding JCB Multi Construct line including the Mighty Lift Crane.

The TV will be complemented by heavyweight PR activity – with MI Comms on board – as well as new social media platforms and an updated website launching.

“2012 is the perfect time to launch a full on PR and marketing drive for the JCB Kids brand,” Sam Johnson, senior licensing manager at JCB Consumer Products told ToyNews. “The main purpose of the drive is to do this range justice and reach out to as many consumers as we can. We believe the campaign will show our target audience just how exciting and broad our toy range now is.

“It will also have a positive uplift for our other toy partners such as Tomy, Rolly and InspirationWorks, as well as our wider licensing programme.”

JCB: 01889 593499



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