Halsall International in Fleetwood has extended its lucrative contract with JCB toys for another three years.

It is one of the biggest contracts the port-based company has on its books and continues a decade-long relationship between the two firms.

The Copse Road business has licence to sell millions of merchandise with some of the big names in the toy world.

JCB is one of the big sellers from its massive factory with an extensive range of toys including bikes, scooters and battery-operated machines.

John Hutt, Halsall managing 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 recognise and appreciate.

"We are tremendously proud of our association with Europe's number one construction brand and passionately believe that the extension of our licence 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."

The new contract will start next year and focuses on the child's imagination. Bosses for the brand said they will be bringing in a number of new lines when the new contract starts.

Sam Johnson, Kids Brand manager for JCB, said: "We're delighted to reach this significant, 10-year milestone with our partners Halsall.

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

"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."

Halsall International Ltd is the largest privately owned toy company in the UK.

Established more than 50 years ago, Halsall is today a major manufacturer and supplier to over 50 countries worldwide.

The company underwent a multi-million pound management buy-out in September 2006 by senior directors.