Maker of valuable toy truck still rolling
Article in Stateman Journal by Capi Lynn (May 22, 2011)

A toy truck made in Salem in the late 1940s or early 1950s recently drew interest from collectors and sold for a staggering $7,600 on eBay.
It was a blue tanker with "California Ink Co." decals, a rare example of the work done by the All American Toy Co., which had headquarters in the building on Ferry Street NE where La Margarita Co. is today.

"I've only seen two others," said Patrick Russell, a local collector who bid on the item. He put the brakes on at $7,500.

Russell has seen other All American Toy trucks sell in the $5,000-$6,000range, but never that high. He should know, because he is more than just a collector. He is the owner of All American Toy.
Russell invited me to his showroom this past week, eager to talk about the company's lineage, which he obviously appreciates.

The showroom is decorated with old photographs, advertisements, packaging and, of course, old toy trucks. In some ways, it is a shrine to original owners Clay and Beth Steinke, who are deceased.

The Steinkes founded All American 1947. A framed photo in Russell's office shows the view from the old All American Toy office, looking out on Ferry Street.

According to the history section on Russell's website, Clay thought a large, heavy-duty truck was needed in the toy market, one that could stand up to play for years and years.

"They built the finest log truck ever made," Russell said. That log truck was the famous "Timber Toter." At 1/12th scale, it measured 36 inches long and weighed 10 pounds.

Clay used a late Ford cab, cast in aluminum, as the basis for his trucks and developed a unique means of steering through the hood using a brass air horn. The air horn steering was a popular feature that enabled kids to really get the feel for driving a big rig. The trucks also featured rugged steel frames and rubber tires.

As demand increased, the company had dies fabricated to increase production and consistency in quality. Another enlarged photo in Russell's showroom shows Clay Steinke standing in front of towering stacks of die cabs.

At the height of business, All American Toy employed about 27 people, according to Homer Rue, who lives in the Macleay area east of Salem. Rue was a jig and fixture maker for the company in the early days. He did the machine work that enabled the trucks to be assembled.

A small T-shaped tool was used to install hubcaps on each truck. Russell still uses one of those tools, its yellow paint chipped.

The original owners were in business for about nine years, folding when lower-priced toys took over the market.

All American Toy was dormant for more than three decades until Bill Hellie and his son, Chip, purchased the company in 1990. The Steinkes had kept everything, including the dies and a 55-gallon barrel full of little rubber tires.

"My mother and I cleaned those by hand with a toothbrush," Chip Hellie said.

The Hellies sort of stumbled upon the business opportunity, first hearing about a South Salem property with a driveway lined with toy trucks. The Hellies did some digging and learned about the trucks, the company and the original owners.

"We're avid toy collectors and knew these trucks were made here and had seen them at trade shows," Chip Hellie said, "so when we heard the stuff was still floating around and that Clay was still around, we jumped on it."

The Steinkes, by then, had moved to the Lancaster Drive area, not far from where Russell has his showroom today.

The Hellies produced three limited-edition trucks, using up the remaining original stock.

"We sold them instantly," Chip said. "They were special editions, with original parts, all handmade, and we put serial numbers on every one."

The Hellies kept one for themselves, a log truck. They stopped making trucks when they ran out of tires and were hesitant to invest $50,000 in a new multi-tire mold. They could have had one made much cheaper overseas, but they wanted to keep the business local. They sold the company, just two years after buying it from the Steinkes, to Russell.

Russell, in keeping with company tradition, uses rubber tires and all metal parts on the trucks he makes today. And the trucks really are all American, with only one part, the mirror head for his Kenworth trucks, purchased overseas, in Germany.

In fact, his trucks have a local stamp. Among the Salem companies that make them possible are Zephyr Engineering, which does the metal work; Sign Crafters, which makes the decals; Ray's Auto Shop, which paints the cabs; and Mid Valley Metal Works, which powder coats the trailers. A company in Hubbard makes the tires.

Russell's infatuation with trucks began at a young age. Like many young boys, he played with trucks and cars.

"I wasn't able to afford these, but I had smaller ones," he said.

A log truck made by All American Toy sold in 1947 for $19.95, which today would be the equivalent of a $200 price tag.

Russell, 64, was a toy truck collector before he bought the company. His wife, Janet, actually spurred the hobby, giving him a vintage Structo truck for Christmas 22 years ago.

He later discovered Salem was the home of All American Toy Co., and you can imagine how thrilled he was to get the opportunity to buy the company in 1992.

Russell set up shop next to the business he has owned and operated for 27 years, Salem Tools, at 540 Lancaster Drive SE.

"Tools and toys, what more does a guy need?" he said.

Just about everywhere you look in the tool store are display shelves lined with toys trucks that were made years ago by All American Toy and as recently as this year.

Collectors from all over the world, including England, Germany and Holland, come to see his collection and visit his showroom. Most are men who remember having played with an All American Toy truck as a child.

"I've had guys on my office floor playing on their knees and those memories come back," Russell said.

Today, All American Toy trucks are produced in limited-edition runs and range in price from $450 to $1,200. Last year, Russell sold almost 200 trucks.

Some of his customers buy the trucks for special occasions, such as a Christmas gift for a grandchild, but most are collectors.

Children still love to get on their hands and knees and drive the trucks in the dirt, and Russell gives local kids a chance to do that every August at the Brooks Truck Show. (This year's event is Aug. 27.)

The kids don't get to play with any of the real valuable ones, obviously. Those trucks occupy special places in his showroom.

Russell has some one-of-a-kind examples, including one that is a Timber Tote Jr. and utility truck hybrid. He once asked Beth Steinke about the truck, and she said it came about because they were just trying to use parts they had on hand.

Rue, who worked for All American Toy in the early days, wishes he had been more invested in the products, especially after hearing about the tanker that sold for $7,600 on eBay. His sons do have two of the trucks he gave them as gifts, one an early log truck and the other a dump truck.

"I'd have stored up a barn full of those toys if I'd have know what they'd sell for today," Rue said.