Nostalgia Unlocked – How Baldwin& Teams with No. 29 to Connect the Radio Flyer Joy with a New Generation

Feb. 21, 2025

Radio Flyer, known best for its iconic little red wagon, represents childhood nostalgia. Over the past century, the family-owned company expanded into so much more. So how do you build relevancy and awareness for the heritage brand by leveraging its legacy and highlighting its newer offerings like electric bikes and Voya stroller wagons? To pull it off, Radio Flyer tapped North Carolina-based creative agency Baldwin&, who partnered with New York-based PR agency No. 29, to strategize a comprehensive comms plan that cements Radio Flyer as the classic family brand while modernizing it to keep it top of mind to today’s parents. Both Baldwin& and No. 29 are purpose-driven, operating under the belief that businesses should be a force for good. 

Creating an innovative brand strategy

Baldwin& and No. 29 have gotten the wheels rolling with a multi-part approach that started with a brand audit, then audience research and the development of a communications plan to build awareness of its electric bikes and stroller wagons. The agency will also offer ongoing brand ideas like partnerships and activations geared toward expanding Radio Flyer’s connections and community. 

Ashley Yetman, Partner and Director of Strategy at Baldwin& said:

“Radio Flyer goes back over a century. Our job is to protect the brand’s remarkable legacy while driving awareness and creating connections between today’s families and its newer offerings, like the electric bike and Voya Stroller. We’re excited to work with them on a plan that solidifies Radio Flyer in the hearts and minds of generations to come."

 

Melody Serafino, Co-founder of No. 29 Communications said:

“We're excited to partner with Radio Flyer, a beloved heritage brand that families have known, loved, and trusted for 108 years. Since we began working with Radio Flyer, we have heard countless examples of the company's commitment to innovation, quality, and legacy, and we look forward to bringing the brand to new audiences through those stories.”

 

Platforming the CEO

Additionally, Baldwin& is creating a strategy to grow the executive presence of Radio Flyer CEO Robert Pasin through LinkedIn, thought leadership, and other media opportunities. They’ll also work with the brand on product launches and social content.

Robert Pasin, Radio Flyer’s Chief Wagon Officer said:

“Over the years, Radio Flyer has expanded its family-friendly product line from the iconic red wagon to scooters to strollers to eBikes. By partnering with Baldwin& and No. 29, we aim to build a highly relevant brand every family knows, loves and trusts.”