Radio Flyer airs first TV ads in 20 years

Chicago-based company sells more than just 'little red wagons.'

September 26, 2012

Scott Kanowsky

(Flickr/Robert Martinez)
A shot of Radio Flyers big wagon in front of their company at 6515 West Grand Avenue.

Representatives at Radio Flyer say the toy maker will be releasing television advertisements for the first time in more than twenty years next month.

The spots will showcase two new scooters — which have already been released — from the 95-year old Chicago-based company.

Toy industry analyst Sean McGowan said in a phone interview Wednesday that even though the company is releasing new products, it is still known for its "little red wagon."

“It’s hard to overstate the iconic nature of the wagon, especially for people who are over forty years old or something.  But if you think about what the brand stands for, it’s a fun thing for a kid to get around with, then it’s not that far afield,” he said, adding that it is good business for Radio Flyer to expand its product base.

But he said the toy maker is still taking an expensive risk by running television advertising.

"There's no doubt it's a risk. It's a lot of money and you have to get a lot of incremental sales in order to pay for it," he said.

"The worse case scenario is you pay for the television and you don't get the sales and then you have to mark down the product, so it's definitely a risk."