Our History

Celebrating 30 Years Of Success

How It All Began

The company was founded by Keith Lawrence in November 1990. After discovering a gap in the market, the first product designed and manufactured was a 'sound and motor control module' for use in Children's Rides. This later became the Soundmaster - a market leader & known worldwide within the Children's rides industry, with over 20,000 units produced.

For more details please see our timeline below.

Integrated Technology Ltd

I.T developed the first solid state real sampled sound player for this industry. This product was very successful, leading to the explosion of Children's Rides based on Licensed characters such as the Magic Roundabout, Postman Pat, Fireman Sam, Sesame street to name a few! These rides playback the relevant theme tune and also the character catch phrases which made the ride more appealing.

Development of the Soundmaster

Integrated Technology were the first to develop the technology to enable children's rides to have the theme tune, catch phrases and video of Licensed Characters linked to the movement of the ride. This product was the Sound Master.

The Soundmaster was the first solid state real-sound player for children's rides. This initiated the explosion of Children's Rides based on characters such as the Magic Roundabout, Postman Pat, Fireman Sam and Sesame Street.

Following this, the design evolved to include a solid state video playback module to create a 'simulator' style children's ride. The rider enjoys visual, audible and motion experience in time with the video playback.

Many new rides were created to use this technology. Simple educational games were then introduced to increase the interaction between the child and ride. For example matching shapes, counting games etc.

Further development led to new applications to promote products in shops. These units  include a display screen, often with button interaction.

The design flexibility gives this module many diverse applications such as talking animals & characters, information panels in museums, background music in retail display areas, wall display interaction in shopping centres, talking photo booths & talking lifts.

Upon customer request we included different languages in the Soundmaster which could be pre-set by the display manufacturer,

The Soundmaster is well known in the leisure markets throughout the UK, Europe, USA & Australia.


Integrated Technology Ltd

Manufacturing in the UK since 1990.

I.T. are one of a limited number of UK suppliers with the recognised by Underwriters Laboratories (UL) to manufacture UL approved looms, certified for the Americas and Canada. (UL File No: E471558).

Our Timeline

Read about our history, as it happened, through the timeline below.

  • 1990

    Integrated Technology is formed, based in Hampshire, to make and sell the Soundmaster product. A spare bedroom is used as a small manufacturing space. The company quickly grows in reputation as word of this great product spreads within the industry.

  • 1992

    The company grows, needing more space and moves to a start-up unit in Bordon, Hampshire.

  • 1994

    An American Pizza company is the first in the USA to use Soundmaster in a character ride.

  • 1995

    Australia becomes the newest country to use the Soundmaster - in a wide range of Sesame Street & Warner Bros. themed rides.

  • 1999

    Soundmaster is enhanced with the addition of a solid state video playback module. Sales are worldwide, mainly used in video playback 'simulator' style children's rides. They are also used for product promotion in supermarkets, department stores & garden centres with the addition of a display screen and buttons for interaction.

  • 2000

    Integrated Technology Ltd move to a more central UK location to be closer to more customers. Worcestershire is chosen due to the excellent motorway network connections.

  • 2001

    Pcb layout & design service is offered.

  • 2003

    More hardware & software engineers are employed due to greater customer requirements for software designs.

  • 2005

    A larger, brand new 2500 sq. ft. industrial unit in Bromsgrove, Worcestershire is chosen as our new site.

  • 2010

    By customer request we start making cable harnesses, enabling customers to buy more products from a single source.

  • 2011

    A small electronics company who manufactured a range of fume extraction control modules is aquired.

  • 2012

    Investment is made in specialist design engineers which enables us to develop products with embedded processors. This leads to an expansion into process control modules for  industrial markets. We can now offer a full analogue & digital design service.

  • 2013

    New products are developed and manufactured for the Fume Extraction industry. The industrial unit is expanded to provide more space for the additional production demands.

  • 2014

    We receive UL certification for approved wiring looms to further meet our customer's demand to single source.

  • 2015

    Soundmaster sales exceeded 20,000 units, many of which are still in use.

  • 2016

    A double celebration! We are now ISO9001:2015 accredited and turnover breaks through the million pound level.

  • 2017

    One of our customers receives the 'Queens Award for Innovation' with a state of the art fume extraction control module. Designed, developed and manufactured by Integrated Technology.

  • 2019

    Essential Services and Distribution purchase Integrated Technology. The combined facilities of electronic manufacturing, wire loom assembly and electronic design combine to offer customers of both companies additional benefits.

    Keith Lawrence steps down as director.


Mon - Thurs: 8am - 4:45pm
Fri: 8am - 12:30pm
Sat - Sun: Closed


ESD Business Park
Wollaston Road
United Kingdom

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