Raleigh, NC-based ad agency Baldwin& has been awarded a strategic branding remit from Radio Flyer, the family-owned company best known for its iconic “little red wagon.”  

The agency is tasked with helping the heritage brand figure out the best way to build relevancy and awareness and highlight some of its newer products like electric bikes and Voya stroller wagons.   

The agency is teaming with PR firm No. 29 on an approach that includes a brand audit, audience research and development of a communications plan.   

Baldwin will also offer additional brand ideas like partnerships and activations geared toward expanding Radio Flyer’s connections and community. Paid media plans are not currently in the works but could be pending future discussions, a rep for the agency said.  

According to the agency Baldwin& Partner Ashley Yetman and New Business Director, Kat Belloir met Robert Pasin, Radio Flyer’s CEO at a B Corp retreat last year.  That meeting resulted in a request for proposal that led to a formal working relationship this year. Pasin, the grandson of company founder Antonio Pasin has led the company since 1997. Antonio Pasin founded the company in 1917 after immigrating from Italy to the U.S.  

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