The Dragon himself, Peter Jones came out of his den on Tuesday 2 November to launch the new JCB Toughphone range. Held at the Old Truman Brewery, once London's largest brewery, it made the ideal 'industrial' setting for the launch.

The aim of the day was to demonstrate how tough the Toughphone range can be and to highlight the unique capabilities of each handset; from the world's first floating mobile phone to the ultimate communicator with two-way radio.

On show to the UK press, who turned out in force for the event, was the JCB Toughphone Tradesman, the Sitemaster and Pro-Talk.

Each handset was put through their paces in a product demo video filmed at JCB HQ, Staffordshire with the 'Dig' and his JCB GT. In addition four live fun fair style games, from a ‘super soaker’ shooting gallery to a Pro-Talk coconut shy were on site for the press to try their hand at winning JCB goodies.

Beer and burgers provided hearty refreshments following all the fun and games, and there was even a JCB digger parked outside, which offered the perfect photo opportunity.