Slinky is celebrating its 60th Anniversary with its first ever national network radio campaign, to kick off 2/28. In addition to the 'classic' Slinky, this year's campaign includes a 60th Anniversary 14KT Gold Slinky and a 60th Anniversary Slinky Bank. Slinky is still made in Hollidaysburg, PA, with the original equipment inventor Richard James created in 1945.

With a penetration of over 27 million listeners aged 25-49, the first-ever national radio effort (spend was just under 1 million dollars) includes purchases on United Stations Radio Network - 998 Affiliates (CD 101.9/ New York, KOST-FM/Los Angeles, WDRV-FM Chicago, WJJZ-FM/Philadelphia, & KOAI-FM/Dallas), MAI 24 Hour Network (724 Stations), Reachnet Entertainment (1,382 Stations), MAI 24 Hour Impact Network (1,543 stations), and Dial Global Radio Network.

ICON, Stamford CT was the media agency.

The "It's Slinky" song has been continuously on television longer than any other national commercial jingle. The lyrics and music received their first television exposure in 1963, when they were composed for a commercial with the actual sound of a Slinky "walking down stairs" to the beat of the music.

The lyrics have changed many times during the life of "It's Slinky", but the tune has always remained the same. The lyrics have been translated into multiple languages and are used in countless countries around the world.

RBR/TVBR spoke with Poof-Slinky, Inc. spokesperson Michael Saltzman. How does the buy skew? "Most of our decision-makers are women, so we reached out more to females here than men."

Why did you choose radio for the first time?

"The Slinky song has been running on television since 1963. They found the awareness of the song was so high, they thought they would do radio. If you look at the buy, it's a lot of nostalgia, so we were hoping to capitalize on that bandwagon."

Listen to the spot: http://www.poof-slinky.com/slinkysong.asp