The new deal builds on an already extensive range of toy lines and incorporates new categories including bikes and scooters, foot to floor and battery operated ride-ons.  With a central focus on inspiring imaginative play, the toys are conceived from the internationally renowned distinctive yellow-and-black earth moving machines. Sam Johnson, Kids Brand Manager for JCB is delighted witht he new deal:

‘Halsall have played an integral part in building an incredibly successful range of fun, bold and durable construction themed toys'.

Established for over 55 years, Halsall International Ltd are a major manufacturer and supplier of toys to over 50 countries worldwide.  Halsall remains Britain 's biggest privately owned toy and giftware manufacturer and distributor, and as a 100% privately owned company it is continually striving to  manufacture products that satisfy a market demand. Andrew Coplestone, Halsall Marketing Director said,

‘JCB has proved itself to be a phenomenally successful licensed range of vehicles, wheeled, role-play and construction toys for Halsall and we are thrilled to be continuing this winning relationship. Our success as a toy licensee is testament to the strength of the brand and a clear translation of the core brand values that consumers can instantly recognize and appreciate. We are tremendously proud of our association with Europe's number one construction brand and passionately believe that the extension of our license agreement to include the additional category of battery powered ride-ons as well as global distribution will enable Halsall to further grow the brand in the worldwide toy arena.'

JCB's philosophy  in constructive play; th e core principle behind JCB Toys is to inspire children in their play, encourage them to use their imagination, and where possible engage them in physical activity.   JCB Toys are particularly good at firing a child's imagination and encouraging play because they are based on machines that belong to the real world and, just like the vehicles that inspired them, they are strong, tough and durable.

The renewal of the contract between these two brands highlights a great example of long term brand development.  Through innovative concepts combined with durable designs, the JCB - Halsall relationship is a strong as ever, and promises more exciting products from 2009 onwards.

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