Wolffy Lifts a new beginning

A new children’s animation brand, Cherry Picker Pete®, is set to lift young imaginations across the UK and beyond. Founded by a family team with deep roots in the lifting and access industry, the series brings cranes, cherry pickers, and lifting equipment to life, combining fun storytelling with lessons in safety, teamwork, and engineering.

The creative venture follows decades of innovation in the powered access, lifting, and safety technology sectors. Building on the Hird family’s legacy in the crane and rental industries – including pioneering developments in battery performance and safety, as well as contributions to the global pick & carry crane market – Cherry Picker Pete® channels that technical expertise into a family-focused educational platform.

Head of Creation, Lydia Hird, will be responsible for ensuring vibrant storytelling that connects with children while subtly building awareness of safety procedures and engineering principles. Alex Burden oversees finance, brand partnerships, and funding, helping position Cherry Picker Pete® for growth across digital platforms and global markets.

“At its heart, Cherry Picker Pete® is about planting the seeds of safety early,” said founder Peter Hird. “If we don’t plant the seeds of safety, we harvest the consequences. Our goal is to inspire the next generation to think about engineering, teamwork, and innovation in a fun, creative way.”

The Cherry Picker Pete® universe will feature a wide range of lifting and access equipment, from tower cranes and scissor lifts to pick & carry cranes and operator training centres. Each story aims to highlight positive industry values and spark children’s curiosity about how things work.

Two special books are set to premiere in Q4 2025, with development into an animated series in 2026 and beyond. The project will expand into toys, school visits, and online platforms, with official brand partners to be announced in the coming months.

To learn more and follow updates, visit cherrypickerpete.co.uk or follow the socials.

Media Enquiries:
Lydia Hird
[email protected]