We catch up with Ashley Yetman, co-owner and CEO of Baldwin&, and Anne Goodman, senior manager of brand communications at Radio Flyer, to find out how the 108-year-old toy brand is evolving with an expanded product lineup while staying true to its roots.
Flush with an expanded product line, the legacy brand turns to an agency to devise a revamped comms plan.
For over a century, Radio Flyer’s little red wagon has been a symbol of childhood adventure.
Founded in 1917 by Italian immigrant Antonio Pasin, Radio Flyer began as a small operation in Chicago, crafting wooden wagons that quickly captured the hearts of children nationwide. Pasin’s dedication to quality and innovation laid the foundation for a brand that would become synonymous with American childhood. Today, Radio Flyer remains a family-owned business, with Pasin’s grandson, Robert Pasin, serving as chief wagon officer, ensuring that the company's legacy continues to thrive.
But nostalgia alone won’t keep a heritage brand rolling. To stay relevant, Radio Flyer is expanding beyond wagons with products such as stroller wagons, scooters and e-bikes – some designed for adults. The brand is also revamping its marketing strategy to reach today’s families and a wider audience.
Creative agency Baldwin&, along with New York-based PR firm No 29, is driving this transformation with a comms plan that ensures Radio Flyer modernizes without losing the magic that made it iconic.
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Radio Flyer’s latest evolution builds on its mobility legacy, its addition of e-bikes and scooters ensuring that its products bring joy to ‘kids of all ages’ – including parents and adult riders.
“Radio Flyer has been around for 108 years because of this continuous reinvention and focus on innovation, as well as staying close to our consumers,” says Goodman. “What you do with a wagon is not that different than it was 108 years ago. You’re still pulling kids around or hauling things. The ‘what’ hasn’t changed, but the ‘how’ has.”
According to Goodman, stroller wagons are the latest reinvention of the classic wagon. “And e-bikes – well, we’ve been experts at hauling kids and cargo for 100 years and doing so on the back of an e-bike is just the latest evolution,” she adds.
At a time when childhood is increasingly digital, Radio Flyer is doubling down on real-world play and outdoor exploration. “We see this massive opportunity for more families to replace car trips with these bike trips,” says Goodman. “For school drop-offs, trips to the farmers market or errands around town – those trips are usually less than five miles. It’s just not as fun to drive, so why not make that experience a moment of connection between families?”
While Radio Flyer’s products spark imagination, Baldwin& saw an opportunity to inject more playfulness into the brand’s storytelling.
“We noticed that the product was often front and center in communications – almost to the detriment of the brand’s personality,” says Yetman. “There was an opportunity to unleash more of that playfulness in tonality.”
That shift includes a refresh of Radio Flyer’s packaging to reflect its heritage and innovation better. “Sometimes packaging is the first place someone encounters our product,” says Goodman. “So it needs to communicate not just what the product does, but the feeling of fun and nostalgia it brings.”
Baldwin& is also helping elevate CEO Robert Pasin’s profile, positioning him as a thought leader. “He grew up coming to work with his dad at Radio Flyer, seeing the magic of the business through a child’s eyes,” says Goodman. “He has an amazing story to share and we want more people to hear it.”
Baldwin& is helping expand Pasin’s presence across LinkedIn, media opportunities and thought leadership content – reinforcing Radio Flyer as a company rooted in innovation and family connection.
Social media is another key focus, with the brand embracing the joyful chaos of real-life parenting rather than polished, staged content. Radio Flyer is working with parenting influencers who naturally integrate the brand into their everyday lives.
“We do have a lot of influencer partnerships ongoing,” says Goodman. “They’re more focused on parenting influencers who inspire activities to share with their kids.”
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Even as it evolves, Radio Flyer’s core mission remains unchanged: inspiring imaginative play and family adventures.
“We’ve always said our products are ‘for kids of all ages,’” says Goodman. “Now, we’re embracing that even more by ensuring our messaging speaks to parents and end-users alike.”
While Baldwin&’s work with Radio Flyer began as a strategic initiative, the collaboration is set to continue in the long term. With a rich history and a willingness to reinvent, Radio Flyer proves that some childhood classics never go out of style – they get new wheels.
“We’re excited to be working with Baldwin&,” adds Goodman. “It has brought so much creativity and it’s great to get outside perspectives from a partner willing to push the brand to the next level.”
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