Toy maker rescues Silver Cross pram brand from the scrapheap

A privately owned toy maker has bought the Silver Cross brand name a month after the historic pram maker collapsed into receivership.

The brand and the tooling required to make the prams have been bought for an undisclosed sum by David Halsall International, a Lancashire- based maker of toys which already produces the junior range of Silver Cross prams and strollers.

However, the deal does not include any of the staff or the plant in Guiseley, West Yorkshire. More than 80 jobs have already gone in Guiseley and Manchester. Thirty-four staff are staying on to help wind down the business but will then lose their jobs too.

Silver Cross opened Britain's first perambulator factory 125 years ago and its traditional designs remain popular with celebrities such as Madonna and Victoria and David Beckham. But the business called in the receivers last month after a £3m black hole was discovered in the accounts of its parent,Design Company Holdings.

David Halsall plans to develop the Silver Cross brand name in the UK, Europe and the United States. The prams will be made in the Far East.

David Halsall was founded 50 years ago as a maker of fishing nets but now produces toys under licence for names such as JCB and Land Rover.

Alan Halsall, the joint managing director, said: "Brand names as famous and with such heritage as Silver Cross are extremely rare and we are very excited at the opportunity we now have."