Overview
Playtime is a second-generation, family-run wholesale toy company, proudly serving the UK and Europe since 1974. Started by David and Linda Jelley, and now led by their daughters Helen and Sarah, the business has grown to become a trusted supplier to retailers, event organisers, and the wider leisure and amusement industry.
Their ever-evolving product range includes licensed soft toys, plush, pocket money toys, inflatables, arts and crafts, and prize lines. With a newly built showroom and a reputation for personal service, Playtime wanted a new e-commerce website that would reflect the scale of their business and help customers browse and buy with ease.
We partnered with Playtime to shape a refreshed brand identity and design and build a custom e-commerce website that is clear, engaging, and built for growth.
What we did
- Visual identity refresh
- Website strategy
- Sitemaps and wire framing
- Brand creation and visual identity
- Bespoke website design
- Custom WordPress website
- Digital development
- Hosting and support
Brand creation & visual identity refresh
Playtime’s reputation for quality service and dependable stock has earned them a loyal customer base over five decades. Our goal was to refine their brand in a way that honoured their heritage while bringing clarity, consistency, and a more contemporary feel.
We carefully refreshed the existing logo, simplifying the design to create a cleaner, more modern mark. This subtle evolution kept the brand recognisable while improving its flexibility across digital and print formats.
Rather than reinventing the colour palette, we introduced complementary shades to enhance versatility. We also developed a clear typography system and defined brand positioning to ensure consistency across all customer touchpoints.
The result is a fresh, polished identity that remains friendly and approachable; true to Playtime’s values, but ready for the future.
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UI & UX website design
Before jumping into design, we worked closely with the Playtime team to understand their goals and customers. The website needed to work as both a digital catalogue and a practical e- commerce tool; offering easy access to thousands of products while making browsing smooth and enjoyable.
The site’s layout and structure were built around simplicity and user comfort. Navigation was carefully considered, making it easy to explore products, discover categories, and get in touch. Whether customers are visiting from mobile or desktop, the experience remains fast, friendly and reliable.
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A custom WooCommerce website built for wholesale success
We developed a custom WooCommerce website built on the WordPress platform, tailored to Playtime’s specific needs as a wholesale business. This gave them a flexible, scalable ecommerce solution that’s easy to manage while delivering a smooth, enjoyable experience for customers.
The new website enables the Playtime team to add and update products, manage categories, and highlight key ranges independently… without relying on developer support.
It’s fast, reliable, and built to handle the demands of a growing product catalogue.
With clean code, thoughtful design, and integration with their internal processes, the website now acts as a digital extension of their trusted service – welcoming, dependable, and ready to support long-term business growth.
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