Source: The Toy Insider

A new generation’s first introduction to the Hess Toy Truck tradition might not be a truck at all! While the annual Holiday Hess Toy Truck is going on sale Oct. 16 at 8 a.m. ET, you can start the Hess Toy Truck tradition with even the youngest fans now!

For the fourth release in its My Plush Hess collection geared toward babies, toddlers, and kids of all ages, Hess turned to a seafaring vessel: a tugboat. The adorable plush toy comes gift-wrapped in a collector-friendly box and features squeeze-activated flashing LED lights, two sing-along songs, an auto shutoff nightlight, silent mode, and an engine stack that little hands can easily grab.

The Tugboat also features a 2023 commemorative license plate and accompanying personalizable keepsake “Tugboat Captain’s License” tag.

The My Plush Hess collection launched in 2020 with a Fire Truck followed by a Cement Mixer (2021) and Locomotive (2022).

In 1964, Leon Hess first began offering a Holiday Toy Truck (not always a truck, specifically) as an affordable, high-quality gift option for families visiting his gas stations. The Hess Toy Truck quickly caught on and became an East Coast tradition that eventually hit the road to win fans in families from coast to coast. While the Hess gas stations no longer exist, the tradition of the truck lives on with My Plush Hess Truck, summer Mini Collection Releases, special commemorative editions, and the annual Holiday Hess Toy Truck.

All products are available through Hess Corp.’s direct-to-consumer website.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.