One of the most iconic toys of all time has a new home with the company behind NeeDoh and the Lava Lamp.
Schylling Inc. has acquired Big Wheel, the famous, low-riding trike that became a craze throughout the 1970s and ’80s. With its oversized front wheel, a pair of slick, fat back wheels, and a side-mounted handle to activate spin-out action, Big Wheel inspired countless imitators over the years and launched the drift trike movement.
“Today is an exciting day and the beginning of a new chapter for Schylling. Big Wheel joins an already growing roster of specialty brands under the Schylling umbrella,” says Schylling President and CEO Paul Weingard. “This is an iconic brand that has captivated fans for more than 50 years and continues to inspire pop culture moments. We are excited for the opportunity to drive forward the Big Wheel narrative and expand distribution through our global footprint.”
The news of the Big Wheel acquisition comes ahead of The Toy Association’s 2023 Preview & 2022 Holiday Market set to take place at the Dallas Market Center next week. Schylling will be on hand to show off its full product range, including the refreshed look for Big Wheel. The company plans to entice retail buyers and a new generation of Big Wheel riders with expanded distribution, and a host of creative marketing campaigns.
Big Wheel was introduced in 1969 as a creation of Ray Lohr, head designer at the Louis Marx Toy Co. Lohr dismantled a tricycle, mixed up the parts, and reassembled it in an upside-down configuration that was said to handle like a race car.
Following the closure of Marx, the Big Wheel changed hands several times over the years as various companies sought to keep the adventurous spirit alive. It was inducted into The Strong’s National Toy Hall of Fame in 2009.
At launch, the refreshed Big Wheel lineup includes the 16-inch Big Spin, 16-inch Dazzler, and 16-inch Speedster.
Schylling is already dropping the green flag in order to show families what it’s like to be a #BigWheelKid with new profiles on Facebook, Instagram, and Twitter.
