Tonka took standard, current year, production trucks, added customer specified paint colors, graphics and in many instances, unique packaging and viola, a private label Tonka truck. If one were to define a private label truck, as presented here, it might be: the trucks were designed by and available through a specific customer and the trucks were not featured in any Tonka dealer catalog or Tonka Look Book. Because records were not maintained by Tonka, exact production quantities are unknown. It is known, however, the production quantities were substantially less than typical mass produced Tonka trucks. Tonka private label trucks can command very high prices in the collector market. They are not collected by your average Tonka enthusiast.