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Durham firm cashes in on Ferrari pedal cars

A County Durham business is seeing a surge in demand for Ferrari pedal cars that will feature in Top Gear’s Christmas special.

World of Rides normally supplies the commercial sector, including visitor attractions, fun farms and holiday parks, but has been inundated with orders from people wanting the Ferrari pedal car as Christmas presents.

It comes as the cars are to be featured in a race on the BBC’s Top Gear special, due to be broadcast over the Christmas weekend.

Presenter Richard Hammond was impressed when he used them on The One Show earlier this year.

Company founder David Robinson said: “There has been this huge surge in demand. It has caught us on the hop, but it is a nice thing to be caught out with, especially in a recession.

“Our business is making and supplying equipment for holiday and theme parks and the pedal cars were part of that.

“This year a lot of people have done the UK staycations in parks where our pedal cars already were. They have contacted the parks saying they couldn’t find anywhere to buy them, as our products don’t go out to retailers, and they have referred them back to us.

“We were finding it difficult to keep up with demand.”

The company, based on the Drum Industrial Estate, in Chester-le-Street, started by Mr Robinson, is celebrating its 40th anniversary this year.

He said: “The big feedback we are getting from parents is when they have used them on holiday they couldn’t believe how much the kids enjoyed them and how nice it was to see them doing exercise and having fun, rather than them being glued to a computer screen.

“I think there is a surge back to the modern take on traditional toys that is just so nice to see.”

This was posted in Bdaily's Members' News section by Ruth Mitchell .