Since 1964, the Hess toy trucks have signaled the beginning of the holiday season. For many, the trucks (and their iconic TV jingle) evoke memories of times past and the fun of playing with complex, battery-powered toys. Over the past 60 years, Hess trucks have appealed to kids with the realistic play they engender and to collectors (both adults and kids) who find pleasure in hunting for and acquiring these scarce and coveted reminders of childhood and holiday happiness. As the jingle says, “The Hess Truck’s back and it’s better than ever”.