Radio Flyer, known for its red wagons, bicycles and other toys, has chosen the Durham-based agency McKinney to handle its communications, marketing and advertising strategy.

Financial terms were not disclosed.

“Who doesn’t remember being pulled in a red Radio Flyer wagon?” said McKinney President Jeff Jones. “It’s an American classic that’s part of almost everyone’s favorite childhood memories. Our job is to help make Radio Flyer and its complete line of toys relevant to children so they spend more time outside playing and less time on the screen. We’re ready for the opportunity because Radio Flyer is a creative dream brand. Plus, there’s a lot of kid in everyone at McKinney.”

McKinney will be charged with branding across print, online, social media and advertising.

“We believe a partner like McKinney can help us turn our step forward into a leap,” said Radio Flyer Senior Vice President of Marketing and Sales Kim Lefko in a statement.

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