Radio Flyer CEO on Keeping Family Business Alive for 4th Generation

Robert Pasin took over the iconic wagon company at 28 and doesn't want to pressure his kids to join.

Published on Mar. 2, 2026

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Robert Pasin, the CEO of 109-year-old family business Radio Flyer, discusses inheriting the company from his father at age 28 and deciding whether a fourth generation of the family should lead the iconic wagon brand. Pasin says he wants his kids to only join the business if they truly love it, not out of obligation, and has encouraged them to gain experience elsewhere first.

Why it matters

Radio Flyer is a rare example of a multi-generational family business that has survived and thrived for over a century. Pasin's approach to succession planning and involving the next generation highlights the challenges and opportunities of keeping a family business alive while avoiding the pitfalls that can come with family dynamics and pressure to join the company.

The details

Pasin took over Radio Flyer in the early 1990s when the company was in crisis under his father's ambivalent leadership. He focused on solving problems and tapping into the brand's nostalgic appeal to customers. Under Pasin's leadership, Radio Flyer expanded beyond just wagons into other toys and products. Now, Pasin holds annual family meetings to discuss the business and has encouraged his four children, ranging from 17 to 30 years old, to gain outside work experience before potentially joining the company.

  • Pasin took over as CEO of Radio Flyer in the early 1990s when he was 28 years old.
  • Radio Flyer is celebrating its 109th year of operation in 2026.

The players

Robert Pasin

The current CEO of Radio Flyer, who took over the family business at age 28.

Antonio Pasin

Robert Pasin's grandfather, who founded Radio Flyer in a one-room workshop in Chicago in the early 1900s.

Radio Flyer

A 109-year-old family business that manufactures and sells iconic red wagons and other toys.

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What they’re saying

“I was extremely respectful of the fact that he was still the boss; in return, he gave me free rein to make decisions. It wasn't a typical situation where the old guy wouldn't let go.”

— Robert Pasin, CEO, Radio Flyer (Business Insider)

“I want my kids — who range in age from 17 to 30 — to understand that they're welcome in the business, but there's no pressure to join. Since Radio Flyer is a household name, people often assume they'll work here, but so far, none of them have.”

— Robert Pasin, CEO, Radio Flyer (Business Insider)

What’s next

Pasin plans to continue holding annual family meetings to discuss the future of Radio Flyer and whether any of his four children will choose to join the business in the future.

The takeaway

Radio Flyer's story demonstrates the challenges and opportunities of keeping a multi-generational family business alive. Pasin's approach of encouraging his children to gain outside experience before potentially joining the company, and avoiding pressure for them to take over, could serve as a model for other family businesses looking to successfully transition to the next generation.