About us

The UK’s leading children’s ride specialist, combining innovation and a deep understanding of the market since 2001.

Who we are

Introducing the brand to the UK from Australia in 2001, Managing Director Craig Beswick has been bringing energy, creativity, and fresh ideas to shopping centres for over 30 years.

Led by Craig, assisted by Commercial Director Sean Fairnell in recent years, we’ve built a reputation for delivering with a no-compromise attitude, strong partnerships, and a can-do approach.

We’re all about making things easy. By building genuine relationships with our partners, we combine professionalism with personality to create a seamless experience from start to finish.

Backed by our talented team of home-grown engineers, we deliver tailored solutions, exceptional service, and results that help our clients keep their younger shoppers entertained on the mall.

Our history

Since 1977, Ride On! has been changing the game for ride presentations to the shopping centre sector. Innovation has always been at the heart of what we do, helping us build long lasting partnerships with the industry’s leading retail destinations.

Our journey began with horse and car rides in shopping centres across South Australia and New South Wales.

In the early 1980s, we launched our first licensed ride, Postman Pat, generating three times the income of a generic ride from the same footprint. This success led to exclusive partnerships with leading children’s brands, including Thomas the Tank Engine, The Wiggles, and many more.

We transformed the market again with the introduction of the compact three-seater Lo-Boy Carousel – designed without a canopy to preserve retailer sightlines so we could maintain prime mall locations. By combining this concept with licensed characters, we created themed carousel experiences that became a major commercial success.

As shopping centres evolved, so did we. When premium retail environments demanded a more contemporary aesthetic, we introduced the Elements Carousel – an elegant Corian design featuring integrated licensed video content. It brought children’s entertainment into modern retail spaces without compromising style.

We continued to innovate by creating contemporary Ride Pods that blended branded rides into the shopping environment. Our aim was to distract the amusement look, making our offer acceptable for landlords and commercially competitive on mall.

Our partnership with Westfield Europe led to the development of a next-generation Kiddy Car. By redesigning the product around safety, durability and a seamless self-service hire process, we created a market-leading solution that transformed the customer experience.

Today, our innovation continues with Play On! – a fresh approach to family entertainment that combines amusement, toys, crane games and free-play experiences within beautifully designed contemporary spaces. Created with today’s families in mind, Play On! delivers engaging, accessible entertainment while helping shopping centres enhance the visitor experience and encourage longer stays.