I walk by a Radio Flyer red wagon in a front yard. I don’t think our family had one of these when I was a child, but I do remember other children in the neighborhood looking like kings and queens as they were pulled along in a Radio Flyer. It can be a slow and peaceful ride like floating on a river or a thrilling, high-speed ride like a roller coaster, depending on the adult pulling you. It is a very functional form of transportation since it can hold two average size or three small children. I have seen them in use before COVID-19 at outdoor concerts, picnics, parades — for members of the audience and for participants. Since the pandemic, I have seen families strolling outside pulling a Radio Flyer full of children and/or dogs. I once attended an Easter parade for costumed owners and their pets in which some dogs rode in a Radio Flyer. I am not sure how this iconic piece of Americana came to be developed, but I think we should find out.
According to Wikipedia, Radio Flyer Inc. is an American toy company best known for its popular red toy wagon. Radio Flyer also produces scooters, tricycles, bicycles, horses and ride-ons. The company was founded in 1917 and is based in Chicago, Illinois.
According to radioflyerlink.com/apps/history/, born in a small town outside of Venice, Italy, 16-year-old Antonio Pasin dreamed of a new beginning in America. His family sold their mule to help pay for his voyage to New York City in 1913. Before long, he made his way to Chicago where he looked for work as a cabinetmaker. Though he was a skilled craftsman like his father and grandfather before him, he had little success finding work and eventually became a water boy for a sewer digging crew.
He made his way through several jobs, and by 1917 had saved enough money to purchase some used woodworking equipment and rented a one-room workshop. There he began fashioning wagons by night and selling them during the day.
By 1923, Pasin’s business grew to include several employees. It became known as the Liberty Coaster Co., named after the Statue of Liberty, and soon created its first wagon, the Liberty Coaster. The No. 4 Liberty Coaster was handcrafted in wood and sold directly to stores by Pasin himself. It was the first in a long line of historic wagons to come.
The roaring 20s was a decade that began with a sense of optimism and a carefree spirit and ended with the fall of the stock market and the beginning of the Great Depression. But while many had to figure out ways to make do in a troubled America, Pasin was on the way to revolutionizing his vision.
Assembly Line Stamped Steel Display A Proud Antonio Painting Wagons
Supply meets demand
Despite the rising pressure of the times, Pasin and the Liberty Coaster Co. pushed forward, with the automotive industry as inspiration. In 1927, he began using metal-stamping technology to produce steel wagons — and with his consistent eye for innovation, applied mass-production techniques to wagon-making, creating the first wagon, “For every boy. For every girl.” These innovations earned him the nickname “Little Ford.” The red wagons sold for slightly less than $3 or about $40 in 2016 dollars.
Beginning of an American classic
The Liberty Coaster line was established before the Radio Flyer line, which produced high-quality, affordable wagons. On the right is a glimpse into the past with one of the very first advertisements.
A foundation based in liberty
As times of the 20s grew tough, Americans learned how to make do or simply do without. But even in tough times, they dreamed of a better life for their children and continued to demand the basic value that Liberty Coaster delivered.
Radio Steel & Manufacturing Co. Inc.
The 30s was a decade of unparalleled uncertainty for the entire world. For America, the 30s lasted from the Great Depression’s Black Tuesday to the bombing of Pearl Harbor in 1941. In 1930, the company is renamed Radio Steel & Manufacturing Co. Inc. instead of Liberty Coaster Manufacturing Co. It is already the world’s largest producer of toy coaster wagons. With new designs for its now classic wagons, Radio Steel now featured them to the public with a series of brochures and trade shows.
Why Radio Flyer?
Antonio Pasin’s wagons captured the spirit of the ties. He named his first steel wagon the Radio Flyer — Radio after his fascination with the invention of the radio by fellow Italian Guglielmo Marconi and Flyer which reflected his wonderment of flight. Marconi developed, demonstrated and marketed the first successful long-distance wireless telegraph, and in 1901 broadcast the first transatlantic radio signal. Charles Lindbergh completed the first solo, non-stop flight across the Atlantic in 1927.
1933 World’s Fair
Chicago was the host of the World’s Fair, “Century of Progress,” in 1933. According to the article “Radio Flyer, est. 1917” at madeinchicagomuseum.com, when Antonio Pasin decided to invest $30,000 into a coaster wagon exhibit for the 1933 World’s Fair, he considered it the riskiest make-or-break moment of his life.
“That was the only time my grandmother saw him stressed out in any way,” Antonio’s grandson Robert Pasin, current “Chief Wagon Officer” of Radio Flyer, told Investor’s Business Daily in 2014. “That was the big one.”
Pasin was keenly aware that his coasters needed a true coming out party to ensure their long-term viability in a hazy marketplace, and the return of the World’s Fair to Chicago seemed like the end-all-be-all opportunity. He planned to shrink the standard 3-foot-long Radio Flyer wagon down to a decidedly less functional 4-inch scale model — “piccino size, for the little bambinos”— and to build a boatload of them to sell as 25-cent souvenirs at the fair. He believed the pocket-sized novelty prize, at a price a kid could afford, could help turn Radio Flyer into a household name once the fair’s millions of visitors had come and gone.
For the first time in his 16 years in business, Pasin was taking out a large bank loan, as he needed it to cover the $30,000 investment into building the exhibit. That’s well over half a million dollars in today’s money, so he was genuinely going all-in.
“I enter so many ventures in business with more nerve than capital,” he once said.
A 45-foot-tall sculpture of a boy made of wood and plaster crouching in a Radio Flyer wagon that was roughly the size of a post office was affectionately called “Coaster Boy.” Coaster Boy was towering over the Century of Progress, strategically positioned as part of a children’s entertainment portion of the fairgrounds known as the “Enchanted Island.” It was literally promoted as a spot for parents to drop off their kids, unsupervised, while mommy and daddy went to look at the cool grownup exhibits.
Basically, the Enchanted Island was a bonkers, jumbo wonderland for the penny-pinching kiddos of the ‘30s, and by earning a spot right at the front entrance, Coaster Boy became one of the most surprisingly popular attractions — despite looking like the giant cyborg child of the devil.
By some estimates, Pasin’s sales team sold more than 120,000 miniature coaster wagons by the time the fair concluded in 1934.
According to radioflyerlink.com/apps/history/, on the left are one of the very first brochures and advertisements featuring the now classic red wagon and the “Streak-O-Lite,” the company’s first specialty wagon modeled after the popular Zephyr Train.
These promotional cards offered grocery patrons a discount on the popular wagons when these cards were punched out.
The spectacular World’s Fair exhibit made Radio Flyer world famous. But it wasn’t the only new idea to come out of the company during the Depression. In the mid-30s, the company introduced the Streak-O-Lite, a coaster wagon that featured sleek styling inspired by the Zephyr streamline trains, complete with control dials and working headlights. Pictured at left is an early concept illustration for the Streak-O-Lite wagon.
Radio Flyer goes to war
In the 1940s, America was at war and like many other American manufacturers, Radio Flyer was asked to alter its manufacturing rate. From 1942 to 1945, all wagon production ceased. Radio Flyer focused all its manufacturing efforts on making 5-gallon “Blitz cans” for the war. These containers were mounted on the backs of jeeps, trucks and tanks. They were designed to transport fuel and water to troops stationed overseas. On July 14, 1945, an Army-Navy “E” award was given to Radio Flyer for high achievement in producing materials needed for the war.
Strength, durability and dependability
At home, Radio Flyer’s war efforts sparked a newfound confidence in its line of products. Advertisements began to highlight the classic strength, durability and dependability of Radio Flyer wagons, especially a new bearing for the wheels called “Congo Thousand Mile Bearing” which guaranteed 1,000 miles of smooth, quiet riding.
By the 50s, Radio Flyer had secured its name in households across America, rubbing elbows with auto giants such as Ford, Chrysler and GM. World War II and the Great Depression were now over; affordable homes began to sprout up everywhere. The baby boom was in full swing. A shift had begun for the country — and for Radio Flyer.
During this time, Radio Flyer began to design specialty wagons inspired by popular movies and TV shows of the time, such as the Mickey Mouse Club and Davy Crockett. With these exciting new wagon designs came exciting new catalogs, brochures and packaging. Business was booming.
In 1957, Radio Flyer introduced a lie of garden carts to help out with lawn care in the nation’s fast-growing suburbs. This revolutionary design made it easier to carry a larger load in a smaller area. Its heavy steel construction and baked enamel finish also added to its durability.
Radio Steel turns 50
1967 was the golden anniversary of Radio Steel, and business was stronger than ever. The wagons were still made with the same quality craftsmanship and care that had become trademarks of Radio Flyer, and new technologies allowed for even greater expansion. In addition to many new products, Radio Flyer designed three new logos.
Scat Racer
The Scat Racer became the most innovative racer to date! Its revolutionary new design incorporated additional safety features, while remaining one of the lightest and most compact ride-on toys on the market.
One Small Step for Toddlers
Radio Flyer also introduced the Baby Walker, designed to help small children take their first steps. The Baby Walker could also be used for storage, all types of imaginative play and exercise. It was a triumph for toddlers everywhere.
Ski Sled
In the 60s, the unique and interesting design of the Ski Sled allowed for edged turns similar to those made in real skiing and came with a hand brake for increased safety. This was one of the only products designed for adult riders, offering fun and excitement for the entire family.
Fireball 2001
Big mag slicks with speed ball bearings, dragster body design, safety roll bars and mod colors define the Fireball 2001. This wagon marks Radio Flyer’s continuing ability to create new designs for new times — always classic quality, always modern innovation.
Radio Flyer Row Cart
In the 80s, the classic Radio Flyer Row Cart propelled kids forward with its fluid push-pull motion while they steered with their feet. Kids had fun while strengthening their motor skills.
80th Anniversary
In 1997, Radio Flyer introduced the World’s Largest Wagon to celebrate the 80th anniversary of the company. The wagon itself is 27 feet long, 13 feet wide and weighs 15,000 pounds —making it the biggest wagon in history.
Toy Industry Hall of Fame
In 2003, Antonio Pasin was honored by becoming the 44th toy innovator to be inducted into the Toy Industry Hall of Fame. It commends individuals who have significantly contributed to the growth and success of the toy industry.
Have had Radio Flyer or Western Auto wagons for most of my life. Nothing compares to the Radio Flyer. A few years ago, we bought both sets of granddaughters Radio Flyers. They're even better than I remember.
Thanks for your efforts!