At that time, petrochemicals such as vinyl and plastic were only used in Japan for clothes and other similar goods. SANYO commissioned a company experienced in the manufacture of plastic products to design a radio cabinet. Though molding technology for plastic was very limited at that time, a cabinet was eventually developed. In the beginning of 1952, the mass production of SANYO radios started and the first model SS-52 was put on sale at a price of 8,950 yen – the lowest in Japan. SANYO's first step into the electric appliance industry featured a completely innovative radio at the lowest price possible. It was an excellent start as a new player. To compliment the release of the new SANYO plastic radio, an extensive advertising campaign was initiated. One sales promotion activity involved an advertising vehicle where the back of a truck was designed to look like SANYO's new plastic radio. Driven all over Osaka, a speaker attached to the outside of the vehicle would broadcast the release of the new radio. The ad car campaign was hugely successful and newspapers reported on the event with the headline, "Monster Radio Spotted." Alongside the car campaign, SANYO sponsored a comedy radio program, in an effort to promote the company name. With SANYO radios enjoying a solid reputation and steady sales, Toshio was already looking ahead for new challenges.