Whilst shopping with two young boys, Marksteen was surprised to notice the lack of on-shelf presence for the JCB toy range. With his love for the brand, he approached JCB with some ideas. JCB agreed that their Junior brand positioning wasn’t a true expression of the JCB brand, and commissioned us in 2007 to re-position the brand and build awareness.
Building on the core JCB brand values and attributes, we developed a positioning that focused on inspiring kids around ‘constructive play’, and our generative idea ‘JCB explore’ really came to life through the website we designed. Focused around inspiring and equipping parents and children, the website provides ideas for constructive and educational play and also features downloadable resources. We took the generative idea across the product packaging, building on the ‘explore’ concept, and incorporating product cross-sell and drive to web.
‘Since this project was completed, licensed sales of our kids’ brand have tripled and we can certainly see our partnership with ASHA as a catalyst in this step change’
Sam Johnson, Kids’ Brand Manager.
The new packaging led directly to Toys R Us agreeing to stock the JCB toys – a significant relationship in light of the demise of Woolworths – previously JCB’s largest outlet.
And seven years later the JCB Explore brand is still going strong.
In 2012 JCB renewed its licensing agreement with GB Toys, a division of Golden Bear, for the My 1st JCB branded toy line.
“The new five-year deal will build on the success of the My 1st JCB range, first launched in 2008, with play sets, vehicles, early-learning toys, bath play and puzzles. Having established the brand in the UK, JCB and GB Toys also plan to begin expanding internationally in the coming years.”
“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,” says Sam Johnson, senior licensing manager, JCB Consumer Products. “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.”
“In addition to the partnership with GB Toys, JCB also recently secured licenses in several other categories for its home UK market.”
Global License, Sept 21, 2012