Golden Bear will be looking to build on the success of its My 1st JCB line, after the firm inked a new deal with the construction giant covering a further five years.
The agreement encompasses a wide range of play-sets, vehicles, early learning, bath play and puzzles.
Golden Bear was responsible for the creation of the popular My 1st JCB On Site Play-sets, which launched earlier this year. The firm has supported the brand with TV advertising throughout the summer and will continue this investment into 2013 and beyond.
"We feel very fortunate to have had such a fulfilling partnership with the well-loved JCB brand, and we look forward to an exciting journey exploring innovative ideas together to catapult the My 1st JCB brand into new areas," said Barry Hughes, commercial director at Golden Bear.
Sam Johnson, senior licensing manager at JCB Consumer Products, added: "JCB is a strong British brand and it has been gratifying to see such a positive response to the My 1st JCB range from retailers, parents and children.
"We now have the opportunity to build on this success and we will be working in partnership with the GB Toys division of Golden Bear to provide even more creative play options to both the UK and international toy markets."
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