After 130 Years, the Flexible Flyer Is Still the Cadillac of Sleds

Even if you've never heard the name, odds are, you know the vehicle

Among sledding's true connoisseurs, there's only one kind of sled. Flexible Flyer

According to the National Oceanic and Atmospheric Administration, the country is just now shaking itself off from the snowiest period of the year. That makes it peak season for sledding—an activity for which NOAA keeps no statistics, though it’s a good bet that most kids in snowy regions (and a goodly percent of their parents) are busy doing it. Chances are, too, that they’re using one of those $34 plastic sprinters or discs purchased from the likes of Walmart and Amazon.

This story first appeared in the Feb. 4, 2019, issue of Adweek magazine. Click here to subscribe.
@UpperEastRob Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.