Radio Flyer has delighted children for more than 100 years with tricycles, scooters, ride-ons and wagons— including the #18 Classic Red Wagon, a popular product in the United States for more than 70 years. This is the story of how this iconic American toy company opened a strategic global market for its products in Europe with the launch of the Tesla Model S for Kids. THE GOAL: EXPANDING BUSINESS TO EUROPE Before 2016, Radio Flyer, headquartered in Chicago, made most of its sales through retail outlets and direct shipment to consumers in the United States and Canada. But the company wanted to expand its business footprint by importing one of their newest ride-on toys—the Tesla Model S for Kids—to European retailers and consumers. They planned to do a soft introduction to avoid

Join for free to read