Flying into the Future: How Innovation is Reinventing Radio Flyer

On the west side of Chicago, major innovation is taking place inside a storied facility amid the echoes of toy industry history.

At its core, the 105-year-old Radio Flyer is powered by innovation in its DNA. Founded in 1917 as the Liberty Coaster Co. by Italian immigrant Antonio Pasin, the company has followed a path of continuous evolution from the wooden coaster wagons of the original Liberty Line to the introduction of the famed Little Red Wagon and beyond.

It was inspiration from the auto industry that helped shape an icon. Pasin earned the nickname “Little Ford” by developing the metal stamping process that would lend itself to the creation of millions of red steel wagons to be forged in Chicago and enjoyed by kids around the world.

Dubbed “Radio Flyer” due to Pasin’s fascination with the power of radio and the wonder of flight, the wagons quickly became the famous symbol of the renamed Radio Steel & Mfg. Co. Despite the challenges of the Great Depression and World War II, the company went on to great success. In the decades that followed, designers at Radio Flyer embraced changing consumer habits and trends to evolve the wagon lineup with stylish new offerings, including the Streak-O-Lite and Radio Chief. As the roster expanded with dozens of styles, the company became an early player in the licensing business by forging a partnership with The Walt Disney Co. for wagons inspired by The Mickey Mouse Club and Davy Crockett.

It wasn’t long before the company spread its wings to develop products beyond wagons, including toys and home products geared toward the entire family. From toddler walkers and trikes to garden carts and scooters, Radio Flyer adopted a forward-looking approach to create countless hits, with a few misses along the way.

In 2017, Radio Flyer celebrated its 100th anniversary by completing a sustainable reinvention of its headquarters. The former factory became the first LEED (Leadership in Energy and Environmental Design) Platinum-certified building in Illinois. The campus includes geothermal heating and cooling, water-efficient native landscaping, and preferred parking for energy-efficient vehicles. And the campus continues to evolve with new additions, including a SolarEdge rooftop solar power system that was added to several of its buildings last year.

The headquarters houses all of Radio Flyer’s operational departments, including research and development, design, and sales. Even the customer service department is run from Chicago in a facility that serves as a constant source of inspiration. Inside, factory elements have been preserved, including conveyor chains holding steel wagon shells that hang from high above. In the lobby, a Heritage Gallery contains real examples of Radio Flyer innovation dating back to the original Liberty Coaster Wagon and capped by products from the company’s biggest innovation to date: a new line of electric bikes (e-bikes) and scooters dubbed Flyer.

“We have always looked at the bike category as a potential for Radio Flyer, as consumers associate Radio Flyer with anything with wheels, including bicycles, and many think we have made them for years,” says Radio Flyer’s Chief Wagon Officer Robert Pasin, a third-generation toymaker, the grandson of the founder.

Last year, the Flyer e-bike collection launched with an initial offering aimed at adults. The bikes, which come in different frame sizes, are engineered with a 500-watt rear hub motor and come equipped with a Flight Speed lithium-ion battery. Each bike has five levels of pedal assist and a throttle-only option that can power it without pedaling to tackle inclines. And the Flyer S533 e-scooter serves as what the company calls a “micro-mobility” solution that can travel up to 15 miles and folds up for easy storage.

Pasin says that Radio Flyer’s relationship with Tesla — which began nearly 10 years ago to develop the Tesla Model S for Kids and recently spawned the Toy of the Year (TOTY) Award-nominated Cyberquad for Kids (which the Feds deemed an “ATV” rather than a “toy” last month) — completely changed the game.

“Through our collaboration with the Tesla design team, we developed expertise in lithium-ion batteries and motors,” Pasin explains. “As the electric vehicle (EV) market continues to grow, more and more families are turning in the minivan keys for a more fun and sustainable transportation solution with electric bikes,” he says. “As leaders in designing world-class products for hauling kids and cargo, we used this expertise to design the best e-bike for families on the go, providing an alternative mode of transportation to cars. We are passionate about families replacing more car trips with bike rides.”

This month, Radio Flyer is rolling out its newest innovation: the Flyer 860 Folding Cargo Bike. The Flyer 860 features a space-saving design that stores easily at home and can be transported in the trunk of a car for family outings.

During a preview event last month at Radio Flyer headquarters, Product Development Engineer Ago Lobello noted that he’s already put more than 1,000 miles on his personal Flyer e-bike, not counting the unlogged miles traveled on development prototypes, of which there are many, as the company continues to fine-tune its production and design efforts.

“The more complex the product, the more time it takes to develop,” Pasin says. “We are committed to the highest standards of quality and safety, and we ensure that we are bringing innovation to the market.”

Aside from the distinctive heft of the Flyer line’s beefy tires and sturdy frames, a key element that differentiates this collection from others in the EV market is the thoughtful range of add-on accessories to customize the functionality of the experience. The line includes kid and cargo carriers, storage cases and baskets, mirrors, cellphone holders, and a frame-mounted waterproof storage bag.

Radio Flyer’s product lineup is growing in a big way to include new categories for all ages, such as bounce houses and bumper cars for toddlers, folding playhouses with slides, go-karts, and a steady stream of modern wagons to serve a growing distribution pipeline that spans direct-to-consumer, mass retail, and select independent toy stores across the U.S. and around the world.

Meanwhile, while the Flyer brand launched with e-bikes for adults, the brand is adding kids’ products, including bikes, three-wheeled scooters, and the Extreme Drift Go-Kart.

“Trusted and loved by families for more than 100 years, our mission is to bring smiles and create warm memories that last a lifetime,” Pasin says. “Radio Flyer is always investing in innovation, and this year we have the largest number of new products in development in our brand’s 105-year history — but many of those products are top secret for now.”

This article was originally published in the 2022 Innovation & STEM issue of The Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!