TenTonToys, a division of Evergreenriver, was introducing the new toy HANDTRUX® Backhoe. The HANDTRUX® Backhoe model is a unique sandbox sized dirt machine that looks and works just like the Big Iron and with the patented “handraulic” power-grip hidden inside each machine. The company wanted to create a public awareness and also attract investors for the company. The challenge was how to have the toy standout from numerous toys that had been introduced in the market to grab consumer awareness and also attract the interest of investors.
Strategic Vision PR Group developed a public relations and branding campaign based on two concepts:
- The product was made in America at a cheaper rate and higher quality than had it been produced overseas.
- The unique personality of the creator of the HANDTRUX® Backhoe, Ernest Autumn Van Den Heuvel who parents, children, and investors would be captivated by as he could speak to all of these diverse audiences in a way they understand.
The HANDTRUX® Backhoe was highlighted on FOX & friends where Ernest Autumn Van Den Heuvel gave a live product demonstration of the toy with the hosts in a giant specially constructed sandbox. The toy was featured in All You Magazine as one of the must have toys of the summer. Creative Play Magazine featured the HANDTRUX® Backhoe. Ernest Autumn Van Den Heuvel and the HANDTRUX® Backhoe were featured in a cover story in Investor Uprising Magazine and also on Bloomberg Radio. The toy received numerous write-ups in newspapers and magazines because of the made in America angle and Van Den Heuvel’s unique personality.
The HANDTRUX® Backhoe achieved distribution in the United States and Canada.