Peg Perego maintained a strong investment program in order to support the steady growth of both its infant equipment and ride-on toy operations. Into the next decade, the company remained the world ’s leading producer in the ride-on toy segment. The huge success of this category further reinforced the company as an international brand leader. By the end of the decade, the company had also revolutionized the category, introducing its first battery-powered vehicles. By replacing the metal with injection-molded plastic, Peg Perego created a lighter-weight and more colorful vehicle that proved more durable. Traditional ride-on toys had been made of metal, and were not only prone to rusting, but were also quite heavy and often difficult for children to pedal. Starting in the early 1960s, Peg Perego soon revolutionized the ride-on toy market. For this, the company saw an opportunity to build on its core expertise -wheeled vehicles -to roll out a line of ride-on toys. The company also began producing other baby care equipment and accessories, including high chairs, walkers and other items.Įarly on, Peg Perego recognized the importance of extending its product range beyond the infant and toddler set, capitalizing on its brand recognition to establish itself in the older children ’s market. By the 1960s, Peg Perego had developed a range of stroller and carriage designs, including umbrella strollers. The use of new production techniques and materials allowed the company to continue to innovate in its product development, while also expanding its line. The company also invested in its production technology, replacing the sheet metal and wicker of traditional carriage and stroller designs with injection-molded plastics. For example, Peg Perego was the first to introduce easy-to-clean “rubberized ” fabrics. This commitment to integration enabled the company to establish itself as a leading innovator in the market for children ’s equipment. The company sought a high degree of integration in its operations, and later came to control nearly the entire production process for their products. Over the next decade, however, Peg Perego expanded its production from the workshop to the industrial level. At the time of its founding, Peg Perego joined a market traditionally dominated by small workshops and craftsmen.
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