Coca-Cola Company branded yo-yos are the most cross-collected brand of yo-yos, apart from World Fair yo-yos, meaning that they are both sought after by yo-yo collectors and the collectors of Coca-Cola memorabilia. The company has been producing advertising yo-yos and sponsoring contests for decades, the most memorable being the partnership with Russell in the 1970's and 1980's. The role the company has played in the production of yo-yos cannot be over-emphasized, with the wide appeal of the yo-yos the production has led to less expensive, higher quality yo-yos throughout the world.
Although the company did sponsor events in the United States, the number of promotions were limited compared to the foreign yo-yo promotions. Since the Coca-Cola sponsored yo-yos produced by the Russell company started in the 1960's, hundreds of different models has been produced. These include allied brands such as Fanta, Sprite and Fresca.