RJ Newborough

 
RJ Newborough Logo, Amusement Trades Exhibition 1974 - The Coin Slot, February 1974

RJ Newborough was the earliest in a list of ride companies founded by "Jolly Roger" Newborough.  Roger began his career in the amusement machine industry in 1970, operating predominantly vending machines.  He moved into the import and operation of kiddie rides from Italy in 1972, before he and his wife Susan decided to make their own rides in 1973.  "We decided that we could create a better quality product at a better price", he told the Coin Slot.

His first ride was the elephant, a BRH Fibreglass design, built under contract from Modern Products.  In fact, most of Roger Newborough's earliest rides appear to have been slightly modified versions of BRH Fibreglass's range from a few years previously.  I have yet to find out the link between the two companies.

Jim Fletcher joined the company from Modern Products in 1974 and together they started their own factory in a chicken hutch on Roger's father-in-law's farm in Fulstow.  They had no windows, no heating and all power was supplied via a 50 ft cable from the farm!  He exhibited at the Blackpool Exhibition for the first time that year and didn't get one single order.

Not to be put off, Roger first exhibited at the Amusement Trades Exhibition in 1974, specifically aiming to catch the eye of the export market. His rides were particularly popular with continental European and Canadian buyers that year.  The centrepiece of his 1974 stand was a two horse roundabout, featuring two of his "Traditional Horses", which were also available to buy as single rides.  Newborough was the chief painter of his own rides, both by hand and spray gun.  "I like creating the colours and designs.  It is something in which I have always been interested", he said.

In March 1975, Newborough and Fletcher moved to a larger factory in Vale Estate, Spilsby. Following a modest beginning with his Italian imports, by May 1975 Newborough's own rides were being operated as far afield as Australia and Canada.  He continued his focus on the export market (one in every three rides was selling overseas at this time) and planned to make cheaper rides specifically for that market. The rides were selling faster than he and Fletcher could make them.  The 1975 range included seven single rides and two roundabouts.  The elephant was his most popular, the others being duck, cartoon horse, traditional horse, squirrel, horse and chariot or dolphin. (All previous BRH Fibreglass designs).  The Smiling Car - which I believe was one of Newborough's own early designs - had been temporarily discontinued, but was to be brought back into production shortly.  All single rides were made with dual coin mechanisms (2p for a short ride, 5p for a longer ride), while the roundabouts ran on 5p.  Most of the roundabouts were exported.  His next plan was to produce a small platform juvenile roundabout, to cost £1000.  His rides were distributed in the UK by both Associated Leisure and Aristocrat Equipment Sales Ltd.

Eighteen months later, the company upgraded to larger premises again, next door to to the old factory. Production had doubled and Newborough now employed four staff to keep up with demand.  Ever the optimist (I often wonder if much of Newborough's success could be accredited to his constant self promotion and positivity in the press that his companies WOULD do this or that in the near future), he predicted that there would be a further 100% increase in 1977.  60 percent of his current sales were for export.  He had released no new rides, but the carousels were still popular, with the two seaters usually being supplied with two of his elephant toys, and three seaters being a mix of different animals.  Associated Leisure remained distributors within the UK.

In June 1977, the company once again moved into a new factory (Units one and two, still on the Vale Industrial Estate, but now taking up 4000 sq. ft. compared to the previous 1800), and it was announced that they would become a limited company on July 1st that year.  They now boasted a range of twelve kiddie rides and roundabouts and were producing 15 rides a week in their new premises with 14 staff.  However, Newborough was hoping to increase production to 20-25 a week with a staff of 16 by August of that year.

In the limited company, Newborough became managing director while his wife Susan took on the role of company director. Jim Fletcher, who had been manager, became Production Director.

They sold 350 rides in the first half of 1977. Compare this to their entire output for 1974 (40 rides) and you can clearly see the company growth.

The dual coin mechanisms had been abandoned by this time with the rides being sold by default on 5p play (10p for the carousels), but 2p still being available by request.  "We do anything to special order", Roger stated.

60% of their rides were still made for export, with Hollan being the biggest customers.  There they were represented by Brock Automaten and Attraktrone. France, Germany and Denmark were also big markets, where the rides were distributed by Baby Loisirs, Karl Menges GmbH and Dansk Rekreativ Service respectively.  Associated Leisure were still sole distributors in the UK.

The company produced all of its own fibreglass mouldings, engineering and electrics, while the press seal door on the cash box, coin mechanism, bearings and electric motors were purchased from outside companies.

As well as making coin operated rides, the company also sold the toys alone, both to showmen for juveniles and to other manufacturers.  While Roger had closed down most of his operating business to plough money into manufacturing, he had kept a few sites for testing, and had a thriving contract with a supermarket chain in the Midlands in the late 1970s.  Amusement arcades were his favourite customers though.  "They (supermarkets) will call us for just about anything.  Rides don't have the same degree of supervision at supermarkets as they do in arcades.  Sometimes the staff can't be bothered to push the machines outside the door and if the kid stuffs a toffee paper down the coin mechanism they don't know what to do and call us to fix it.  Arcade people have a much greater awareness of machines and how they work so are better to deal with."

He had just hired a new employee, a Russian engineer named Rickyavna Alfredovna, a lady who had come to the UK just after the war. In an era where sexist views on women meant they were still rarely associated with engineering and mechanics, I suppose Newborough felt he was ahead of his time.

In 1981, Crompton's began making and distributing cartoon cinemas for Newborough.  A new company was formed called Minicines and Korys of Bradford were also distributors for these.  The Mini Cinemas had been tested at Blackpool Pleasure Beach and Golden Gate the previous summer.

Ride Releases

1973 - Elephant I, Smiling Car I
1974 - "2 Toy Roundabout", Cartoon Horse, Dolphin, Duck, Horse and Chariot, Squirrel, Traditional Horse
1975 - 3 Toy Roundabout, Elephant II
1976 - Smiling Car II, Tortoise
1978 - Bulldozer, Motorcycle Racer, Owl and Pussycat
1979 - Red Baron
1981 - Jet Fighter
Unknown - "Racing Car", Rio Grande Santa Fe Train, Snail