1971 Hess Fire Truck: The “Season’s Greetings” Rarity

The 1971 Hess Fire Truck is physically the same toy released in 1970, but it holds an iconic and highly collectible status due to a famous manufacturing fluke in its packaging. It is most valuable when found in its specific, plain-box variation.

A Repeat Model with a Packaging Problem

Hess re-issued the popular Pumper Fire Truck in 1971, modeled after a fire engine used at the company’s Port Reading refinery. While the truck itself was known for its innovative motorized light, it was a supply shortage late in 1971 that cemented this model’s place among the rarest Hess collectibles.

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Description
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Key Features of the 1971 Fire Truck (The Toy)

Model: Pumper Fire Truck (identical to 1970).
Color Scheme: Bright red body with extensive chrome detailing.
Motorized Light: Features a battery-operated motor designed to rotate the red emergency beacon light on top of the cab.
Accessories: Includes a detachable two-piece ladder and two rubber hoses.
Size: Approximately 10.5 inches long.

The Rarity of the “Season’s Greetings” Box

Midway through the 1971 holiday season, the manufacturing company ran out of the original full-color, silk-screened boxes used for the 1970 model.

The Packaging Fluke: The remaining trucks were placed in plain white, unprinted boxes.
Retail Solution: To compensate, Hess station attendants were instructed to apply a specific “Season’s Greetings” sticker or tape across the plain white box.
Collectible Impact: Most people in 1971 were disappointed with the plain box and discarded it, meaning very few pristine “Season’s Greetings” boxes survived. This rarity makes the 1971 Fire Truck with this packaging one of the most difficult and expensive Hess toys to acquire.

Metric	Detail
Original Retail Price	$1.69 (batteries included). N/A
Standard Box Value	In the original colorful box (from early 1971 production). Around $525
“Season’s Greetings” Value	Complete in the plain white box with original “Season’s Greetings” sticker. $2,500 – $3,500+

Disclaimer

Hess®, Hess Toy Truck®, and related trademarks are the sole property of Hess Corporation. We do not claim any ownership rights or affiliation with the Hess Corporation. All historical pricing and collectible valuations are estimates for informational and reference purposes only and do not constitute a guarantee of current market value.