To celebrate the centennial, we designed a place where no adventure was off-limits: Radio Flyer Adventure Travel, the world’s first travel agency for the imagination.

It was designed to spark kids’ imagination, encourage creativity and, of course, take them on their dream adventures. Whether they wanted to go syrup surfing on Flipping Pancake Island or frolic with four-legged friends on Mount Puppy—kids were encouraged to create their own adventures, and our job was to help get them there.

Like all travel agencies, Radio Flyer Adventure Travel had travel posters, brochures, passport services, even important travel essentials designed to bring kids’ imagination to life. And of course, we helped arrange all the transportation, inviting kids to invent imaginary product features and test them in-store. The adventure continued: families shared their own travel photos and reviews of all the incredible destinations their imaginations took them to.

To help build buzz before the official launch, Radio Flyer hosted a VIP influencer and press kickoff event. Enhancing the experience for moms and media, this event helped encourage these hand-selected special guests to bring their family to experience the fun, which led to media, social and online promotion of the Radio Flyer travel agency for the imagination.

After enlisting parenting influencers, we broadcast Radio Flyer Adventure Travel via a kid-focused press release announcing the 100-year anniversary and the launch of this first-ever travel agency for the imagination.

We also targeted promotions to select media, the toy industry and online advocates, giving them personalized travel kits containing souvenirs—like posters, T-shirts and postcards—as well as travel essentials like passports and one-of-a-kind travel-size products like Dragon Drool Defense and Beast Barf Blaster.

Over 300 children and parents visited the travel agency for the imagination throughout its opening day.

Over 1,500 new destinations were imagined, 928 imaginary product features were tested, 2.2 zillion-trillion dragon farts were detected, 97 ninjas were wrestled, 14 mile-wide pancakes were eaten, 300 languages were spoken and/or invented, and countless new adventures were planned.

The goal was brand recognition for Radio Flyer's 100-year celebration, and the travel agency gained significant press coverage from outlets including ABC, NBC, CBS, Chicago Business Journal, Juxtapoz, and several parenting blogs.

The launch video was released on National Little Red Wagon Day—a holiday initiated by the iconic toy brand to celebrate 100 years of outdoor play and imagination. It garnered 202 placements and more than 23.3 million impressions. And most importantly, we saw a flood of fresh imagination while remaining 99.9 percent tear-free.