Business Profile
Enjoying a growth spurt which defies the economic climate, The Active Toy Company has now become the sole UK distributor and importer for popular European wooden play equipment manufacturers, Houtland.
Like the West Berkshire-based company, which was set up by the Ryder family 20 years ago, Houtland is a family-run business producing children’s lightweight, rustic wooden play structures which perfectly complement the Active Toy Company’s own best selling, solid timber, Langley range.
“We see this as an exciting business venture which enhances our specialist reputation,” said Diana Ryder. “We have been selling Houtland for the past 10 years, so we know and trust their products. By combining various accessories, we can expand both our Langley line and Houtland’s, offering greater choice of product and better value for money.”
Over the past year, the Active Toy Company has seen a huge increase in website sales. However, customers still appreciate direct communication with people who know the products on offer, Mrs Ryder believes. “We get people from all over the country who are keen to see exactly what they are buying, and it is a huge plus that they can bring their children and let them have a go before making a financial commitment. Having the equipment set up in a private garden is the key: you can get a feel of what something might look like in your own garden.”
Activity toys of all descriptions (from swings and slides, tree houses and forts, to trampolines from tp and Supertramp, playhouses and pedal cars from Little Tikes) combine to furnish a two-acre adventure playground, making a trip out to Langley Farm, Beedon, a massive treat for children. Wooden structures are still The Active Toy Company’s greatest strength and sales of its Langley range increased last year. This versatile, rustic garden play equipment with a difference offers huge variety for all ages, lending itself to customer-led designs to suit individual space. Attractive, unobtrusive and natural, it is popular because it is simple, flexible and unique.
“The recession has made people more careful how they spend. They want something decent – good quality and of lasting value.
“We have also had great demand for wooden playhouses that are not just glorified garden sheds,” added Mrs Ryder. “With ours, the whole look is individual and personal, that little bit different, and certainly not mass produced. They are a big hit in grandparents’ gardens.”
The company is ideally located, situated in a beautiful farm setting deep in the countryside yet only two minutes north of Junction 13 of the M4. On-site sales (including those at the shop, which stocks Brio and wooden doll’s houses, farms and castles by Le Toy) are always strong with the website playing a very important part in the company’s growth. Customer friendly, slick and informative, the website is the responsibility of Mrs Ryder’s son, Edward, a marketing and business studies graduate who combines internet management with helping his father, Jonathan, on the farm.
All play equipment can be seen on the web at www.activetoy.co.uk and currently there are some amazing introductory offers on limited Houtland lines, providing a great opportunity for saving literally hundreds of pounds. Telephone The Active Toy Company on (01635) 248683 for further details of opening times etc, so that you and your family can try before you buy. A visit to Langley Farm is never a disappointment.
More Profiles Next Story: Castle Windows Previous Story: Yellowtom.co.uk/Newbury