Is the Hess truck still worth collecting after 60 years of holiday tradition?

In 1964, the first Hess truck was released by Leon Hess, a gas station owner from Asbury Park, New Jersey. It was priced affordably at $1.30 to ensure that families could buy it as a holiday gift for their children. Over the years, the Hess truck has evolved creatively, maintaining its appeal through various designs and themes. The toy has sparked significant interest among collectors, particularly the models from earlier years, which can fetch high prices on the secondary market. For example, the 1969 model, noted for minor packaging differences, can sell for $2,000 to $4,000 depending on its condition. This model's value reflects the emotional connection it creates between parents and children, reinforcing family traditions around the holiday season. In the late 1970s, the Hess truck was not produced in 1979, a scarcity that likely heightened demand for future releases. By 1987, a catchy jingle was introduced to market the trucks, enhancing their recognition and nostalgia. The jingle remains memorable, making it one of the longest-running advertisement themes in history. General manager Justin Mayer noted that the public's passion for Hess trucks endured during changing ownership, particularly when Hess sold its gas stations to Speedway in 2013, raising concerns about the future of the beloved toy. The company reassured collectors and customers that the truck tradition would continue unaffected despite changes in management. In recent years, the Hess truck models have included special editions and unique features, like a movable tow line or hybrid vehicles, reflecting innovation while honoring classic designs. Each year, eager fans line up early at gas stations before they open to ensure they can secure the latest edition. The nostalgia surrounding these toys has led to a vibrant collector community, where individuals often share their stories and experiences related to their Hess truck collections, maintaining the tradition's relevance across generations. As of last year, Chevrolet's acquisition of Hess cemented the truck's future in the market; ongoing production of these iconic toys continues to celebrate the spirit of giving that originated with Leon Hess's vision. The commitment remains to produce high-quality, collectible trucks that not only serve as playthings but also as cherished keepsakes representing childhood memories and family bonds.