JCB brings in ASHA for toy strategy rethink

Construction equipment group JCB has brought in Cheltenham design consultancy Arthur Steen Horne Adamson to develop a strategy for its range of branded children’s products.

ASHA will work on creating a dedicated children’s website and look at new products for the children’s product range. At present, JCB has a Junior area on its website, but no dedicated children’s site.

The consultancy was selected for the project by JCB following a series of pitch presentations against unnamed groups. However, the group first became involved when partner Marksteen Adamson contacted the construction vehicle manufacturer with ideas on developing its kids range.

‘I had taken my children to Legoland where they saw and loved the JCB Digger Challenge. We then went to the Lego shop to look at JCB products we could buy and I had some ideas about how we could improve the range, so I wrote to them. Coincidentally, JCB had just completed its own brand audit and already wanted to examine the children’s output,’ says Adamson.