Small Talk Tag: Transportation Toys

A Match Made In (Marketing) Heaven

Texaco Station

Was your choice of breakfast cereal ever swayed by the prize inside? If so, you were responding to a marketing campaign featuring toys. From the first Kellogg’s cereal promotion to the Ovaltine secret decoder, toys have long been used as promotional products. In the 1960s, Texaco teamed up with the toy company Buddy-“L” for one such marketing strategy.

Buddy-“L” produced a plastic toy Texaco service station set, complete with tiny oil cans and a sign for the restrooms. Texaco placed advertisements in numerous newspapers and magazines promoting an exclusive offer for the station set: adults could pick up a special coupon at their local Texaco station, to buy a toy station set for a discount by mail. Texaco hoped that customers would get their cars checked out while picking up a coupon and Buddy-”L” hoped that regular Texaco customers would purchase the discounted toy. It was a win-win situation: Buddy-“L” sold more toys, Texaco got more customers, and kids nationwide got to play station attendant. Now that’s a match made in (marketing) heaven!

What’s Olds is New Again

Curved Dash Oldsmobile

Because we don’t really see vehicles like the Curved-Dash Oldsmobile on the road anymore, it’s hard to believe that the full-size version of this toy was the most popular car in the beginning of the 20th century. Built between 1901 and 1907, the sled-like “horseless carriage” was the first mass-produced, gasoline engine automobile in the world. The wide-spread popularity of the new technology influenced toy companies like ACME Toy Works to emulate the Oldsmobile’s details, right down to the tiller steering and turn crank to start the engine!

Toys, after all, are a sign of the times in which they were made. What child wouldn’t want to drive their own newfangled automobile in 1903? The best-selling truck in 2013 was Ford’s F-Series, so it is no coincidence that parents can find small versions and large versions at the toy store!