Radio Flyer's third-generation CEO turned a stalled brand into a design company

Radio Flyer was founded in Chicago by cabinet-maker Antonio Pasin, whose grandson Robert Pasin became the third generation to run it when he was named CEO in 1997. Like most of his family he had grown up around the little red wagon, but the business was at a turning point.

In Pasin's first year, competitors came out with plastic wagons. For almost 80 years Radio Flyer had made steel wagons and was very good at it, but it did not know how to mould plastic and had neither the equipment nor the facilities to do so.

Pasin decided the company should shift from manufacturing its classic wagons to developing new toys. This forced it to become far more customer-facing, listening to consumers and asking parents what they wanted rather than being inwardly focused on steel design.

Today Radio Flyer still sells the classic wagon, but alongside customizable tricycles, scooters and electric kiddie Teslas. The company has grown about fivefold since the mid-1990s.

Radio Flyer grew roughly fivefold from the mid-1990s and now sells customizable tricycles, scooters and electric ride-ons alongside its classic wagon.

Pasin was willing to move the company off the product that defined its brand.

The plastic-wagon shock revealed a manufacturing and design capability gap that had to be closed.

Shifting focus to product development pushed the firm to listen to customers.

Growing direct-to-consumer customization turned a commodity wagon maker into a design-led brand.

A brand built on one manufactured product can decline when the product becomes a commodity; the healing move is to stop making only what you always made and start solving the customer's current need.

Radio Flyer repositioned itself as a toy and ride-on design business, relaunched around its 100th anniversary, and sells both direct-to-consumer and through retailers. Third-generation leadership is credited with keeping a nearly century-old family brand relevant.