#177: Reinvigorating a Timeless Brand with Robert Pasin of Radio Flyer

If someone tells you to close your eyes and picture a red wagon...what's the first thing that pops into your mind?  I bet it's probably the classic and iconic Radio Flyer red wagon. In this week’s episode of Making It In The Toy Industry, I had the pleasure of sitting down with Robert Pasin, the Chief Wagon Officer of Radio Flyer.

We dove into the origin story and transformation of the iconic toy company. From nostalgic red wagons to innovative new products, Robert shares the challenges, lessons, and successes that have shaped Radio Flyer into the beloved brand it is today. Radio Flyer has humble beginnings as a family business. In our chat, Robert recounts the story of his grandfather, Antonio Pasin, who immigrated to America and started the company in 1917. Robert even reveals the true inspiration behind the name “Radio Flyer” and what the brand might have been called if it was born in another time. We discuss a pivotal period when Radio Flyer faced an existential crisis. Robert shares the challenges they encountered and how they navigated through a changing market. 

If you are working on a brand that is in need of a customer-focused refresh, this is an episode you won’t want to miss. So grab your earbuds and listen in!


EPISODE CLIFF NOTES:

• Discover the heartwarming origins of Radio Flyer and the story behind its iconic name, taking you on a nostalgic journey into the world of classic toys.
• How the company turned years of complacency into an era of innovation.
• Find out what Radio Flyer’s loyal customers felt about the brand.
• How Radio Flyer unintentionally branded a color and material combination, and how that actually led to expanding their product line.
• The dangers of focusing more on functionality rather than connecting emotionally with your customers. 
• Hear what it was like for Robert to transition into the role of CEO
• Learn how Radio Flyer's bold brand transformation reinvigorated its image and captured the hearts of new generations.
• Explore the power of emotional connection and the importance of consumer insights in driving product development, as Radio Flyer creates toys that resonate deeply with children and parents alike.
• Tune in to this episode and embark on an enlightening exploration of Radio Flyer's journey, finding inspiration in their resilience, passion for innovation, and commitment to creating toys that spark joy and imagination.

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