Children around the world can stay safe thanks to UK firm.

A producer of recycled-rubber playground surfaces has bounced back via a concentrated export drive to reverse its shrinking market share.

Along with 150 per cent growth, this has brought Playtop rewards including a prestigious Queen’s Award for international trade and a partnership with global sports brand Nike.

“I have only one small regret – that we didn’t do it sooner,” says the sales strategy’s main architect, Nigel Allen, 50, Playtop’s managing director and one of four private shareholders.

The enterprise, which employs 22 people in Newark, Nottinghamshire, was part of a pioneering venture that created shock-absorbing surfaces for children’s playgrounds 25 years ago in response to widespread public concern about head injuries.

A decade later it led the way again by changing its raw material base layer to recycled rubber granules made from scrap truck and car tyres.  The granulation process, carried out by a sister operation, has subsequently come into its own in environmental terms.  Playtop’s playgrounds comprise two layers – a base overlaid with a polyurethane surface held in place by adhesive.  It is a concept that has spawned many rivals.

“But,” Allen claims, “our system is different and, we think, superior technically because we use a larger granule that makes a stronger interlocking product that will stand up well to wear and tear.  Also, the adhesive is all-weather: it will bond in any conditions.”

However, as the competition and price pressures increased, and despite introducing upgrades such as a range of brightly coloured surfaces, Playtop found staying at the top was much harder. 

Allen knew a lot more could be done with the significant advantages the company has – such as being an established name – as well as the introduction of tighter health-and-safety laws and environmental awareness.

With the same care it installs its playgrounds, Allen laid the groundwork for a licensing system to take Playtop overseas and build the £6 million turnover it enjoys today.  “We put our time – the biggest investment – into creating a terrific sales, marketing and contracts team,” he says.  “The international model we have devised can adapt to different markets – for example we are now supplying surrounds for football pitches.

“We also recognise or overseas partners might be small firms too, so we prepare structures to cope with this, including flexible payment times and increased credit risks.”

Playtop has surfaced in some of the world’s most famous projects such as the Guggenheim Museum in Bilbao, Spain.  It installs about 600 surfaces a year with costs ranging from an average £8,000 up to £40,000.

It now operates in 16 countries, with many more agreements in the pipeline, and has made full use of the services offered my UK Trade and Investment, the exporting advice arm of the Department of Trade and Industry.

“We have attended trade shows and seminars on selling to the Middle East and Asia, got advice on licensing and grants to develop our website, which now available in 10 languages,” says Allen, who predicts India will become the next major market.

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