Red and black electric toy vehicle on sandy terrain with grassy patches, dunes, and mountains in the background, with the word 'Ryder' in large white text overlaying the image.

Ryder: Making Childhood Magical

Ryder Toys is a U.S.-based, family-owned company specializing in high-performance electric ride-on vehicles for children. These vehicles are designed with features like leather seats, MP3 players, LED lights, and parental remote controls, aiming to provide a realistic and enjoyable driving experience for kids aged 1 to 8+ years.

  • Ryder Toys is a U.S.-based brand specializing in high-performance electric ride-on vehicles for kids, offering 6V to 48V models designed for adventure, realism, and safety.

  • Brand strategy, visual identity, personality profiling, and positioning.

  • While Ryder Toys offered standout products, their brand lacked cohesion and emotional resonance. The challenge was to craft a brand that appealed to both the adventurous spirit of children and the safety-conscious mindset of parents, all while standing out in a saturated market.

  • Developed a bold, energetic brand identity centered on the concept of "powered play." This included refined tone of voice, color psychology, customer profiling, and a campaign direction that positioned Ryder as the next-generation leader in ride-on toys.

  • The rebrand resulted in increased social engagement, stronger DTC conversion, and a more loyal customer base driven by clearer brand differentiation.

A person in black racing gear and helmet driving a go-kart with the number 1 on the front, on a race track with empty stadium seats in the background and a white Ryder logo in the lower right corner.
Close-up of a Go Kart racing seat with red safety bar and black seat, made for children or young racers.
Close-up of a red and black children's pedal go-kart with a steering wheel and two foot pedals.
Close-up of a red engine start/stop button on a vehicle's dashboard.
A toy black and white UTV ride-on vehicle with orange accents next to a surprised young boy with brown hair wearing a striped shirt, set against a teal background.
A yellow toy Jeep with black seats and large tires is positioned in front of a blackboard wall that features chalk drawings of vintage cars, clouds, traffic lights, and road signs.
A purple and black go-kart with a red frame and large black tires