I think "1864-1940" are the dates of the business.
Fred H. Ayres (probably who married Elizabeth Bacon in Islington in 1866) is in Islington in 1871 as "croquet manufacturer" and in 1881 as "Turner (artz)".
He was not solely a manufacturer of rocking horses but also of toys and games; in 1888 he was taken to court for selling a game called "Annex" by the patent holder of "Reversi" with the claim that the game and box design were too similar (they decided in his favour).
In 1877 he writes a letter to the Times about a game called "Go Bang" - there was a supposed case of poisoning linked to the coloured counters used and as the original publisher of said game he wanted to make it clear that there were no poisonous materials used in the game as supplied by him.
www.historicaldirectories.org shows him in various listings, as a cabinet maker (1882), lawn tennis manufacturer (1891), chess, draft, and cribbage board maker (1895 and 1899). After his death the company was continued under the name "F. H. Ayres".