From wagons to electric bikes: Radio Flyer's mission to preserve the environment for generations to come

Radio Flyer, creator of The Original Little Red Wagon™, is an iconic brand that instantly transports many people to happy times - the best times of childhood. I recently had the opportunity to meet Robert Pasin, the car manager of Radio Flyer, a company founded by his grandfather in 1917.

Robert told me that he and his team of "Flyers" are focused on building a highly engaged and creative team, and instilling a culture of innovation, and that sales of business have grown tenfold since he took over in 1997. Additionally, the company's product line has expanded beyond the iconic Little Red Wagon™ to include tricycles, scooters and other carriers with innovative, beautiful and playful designs. I was also surprised to learn that Robert is also the Emmy award-winning producer of the animated short, Taking Flight.

As families have trusted and loved Radio Flyer for 105 years, Robert had to chart his own course and reinvent the business to ensure the brand could continue to evolve to meet customer needs without losing the nostalgia from the brand that so many people know and love. In 2021, for the first time in the history of Radio Flyer, the brand is creating a line of products for adults: FLYER, a line of electric bicycles designed specifically for families.

For over 20 years, Radio Flyer has also partnered with the Starlight Foundation to provide wagons for use in hospitals. The iconic Little Red Wagon has been delivered to over 800 hospitals across the country, bringing smiles, laughter and imagination back into the lives of young patients.

Robert told me how he had focused the company on sustainability and practices such as carbon neutral shipping, in an effort to stand out from the fashionable and heavy nature of industry packaging of the toy. From sustainable packaging at Radio Flyer, work hard to ensure customers can be sure their purchase is made with eco-responsible practices in mind. In September 2022, Radio Flyer became a Certified B Company, becoming the world's leading manufacturer of electric toys and bicycles thus recognized for its commitment and progress towards positive environmental and social impact.

Below is an edited excerpt from our discussion.

Christopher Marquis: Can you tell us a bit more about the history and values ​​of Radio Flyer?

Robert Pasin, the wagon manager of Radio Flyer, a company founded by his grandfather in 1917. ... [+]

Radio Flyer

Robert Pasin: Radio Flyer was founded in 1917 by my grandfather, Antonio Pasin, who started the business with a wooden roller coaster car that he made at night and sold the day. He was passionate about making a beautifully designed, quality product that would last a long time. One of his core values ​​was to create products he could be proud of and that had intrinsic value.

Now, over 100 years later, Radio Flyer is doing so much more than our iconic Little Red Wagon™. We make everything from tricycles to scooters to bouncy houses. And, while we are now the world leader in ride-ons for children, we recently joined the micro-mobility movement by launching electric bikes for adults. This product line is designed to meet the needs of families on the go, providing a durable and convenient alternative to cars. Our goal is to increase the number of bicycle trips and reduce the number of car trips.

Despite our significant product diversification, our mission has remained the same for over a century. We bring smiles to children of all ages and create warm memories that last a lifetime. That's why we sought B Corp certification, the gold standard for companies that work hard to be good global citizens. We are committed to doing our part to preserve the environment for generations to come so children and families can continue to exercise their imaginations and enjoy outdoor play.

Marquis: Tell me about the eco-friendly practices implemented when customers make a purchase on RadioFlyer.com.

Pasin: Over 20 years ago, as I became more aware of the threat of climate change and the importance of sustainability, I realized we could do better. It was the right thing to do. We started our sustainability journey with action. Once we had a baseline, we had to work...