The Rise and Fall of the Big Wheel Tricycle

The wild—and weirdly dark—history of one of America's favorite playthings.

Mar. 16, 2026 at 6:38pm

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The Big Wheel was the first superstar toy of the 1970s, offering kids a fast and often furious ride with its bold primary colors, low-to-the-ground design, and recognizable roar. Invented by toy industry giants Louis Marx and Ray Lohr, the trike embodied the happy anarchy of pre-digital childhood. But the Big Wheel's story is also one of family drama, corporate machinations, and arguments over ownership and provenance, with millions of dollars at stake. Despite challenges, the Big Wheel endured as a beloved icon of pure action and freedom.

Why it matters

The Big Wheel stood at the pinnacle of the third wave of 20th-century toymaking, representing a shift from wood and metal to the embrace of plastic. As a toy that promised and delivered pure action, the Big Wheel became a gateway to motocross, skateboarding, and other high-adrenaline activities. Its story also reflects broader changes in American manufacturing and the definition of play.

The details

Toy mogul Louis Marx and designer Ray Lohr collaborated to create the Big Wheel, using a new blow-molding process to produce a lightweight, maneuverable, and durable trike with intentionally poor traction for thrilling skids and drifts. The Big Wheel became Marx's best-selling product and one of the most popular toys of all time, with sales reaching into the hundreds of millions. However, the product's success was followed by a flood of imitations, corporate ownership changes, and legal battles that threatened to undermine the Big Wheel's legacy.

  • In 1969, the Big Wheel was introduced and debuted in retail stores just in time for Christmas.
  • In 1973, Marx ran advertisements touting a government study that found the Big Wheel to be the most stable tricycle design tested.
  • In the mid-1970s, Quaker Oats purchased Marx and struggled to manage the toy company, leading to the decline of the Big Wheel brand.
  • In 1980, the Big Wheel variant called 'The Green Machine' was patented, but Marx soon went out of business.
  • In 2024, the Strong National Museum of Play announced that Schylling had purchased the rights to the Big Wheel and would be relaunching the classic toy.

The players

Louis Marx

A toy industry mogul and marketer who co-created the Big Wheel and turned his company, Louis Marx and Company, into one of the largest toy manufacturers in the United States.

Ray Lohr

The chief designer at Louis Marx and Company who was responsible for inventing the innovative blow-molded design that made the Big Wheel possible.

Quaker Oats

The cereal company that purchased Louis Marx and Company in the 1970s but struggled to manage the toy business, leading to the decline of the Big Wheel brand.

Jody Keener

A longtime toy entrepreneur who purchased the rights to the Big Wheel in the early 2000s and attempted to revive the brand, but faced personal and business challenges.

Schylling

The Massachusetts-based company that acquired the rights to the Big Wheel in 2024 and is now relaunching the classic toy with a focus on its inherent appeal and legacy.

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What they’re saying

“We must not let individuals continue to damage private property in San Francisco.”

— Robert Jenkins, San Francisco resident

“Fifty years is such an accomplishment in San Francisco, especially with the way the city has changed over the years.”

— Gordon Edgar, grocery employee

What’s next

The judge in the case will decide on Tuesday whether or not to allow Walker Reed Quinn out on bail.

The takeaway

This case highlights growing concerns in the community about repeat offenders released on bail, raising questions about bail reform, public safety on SF streets, and if any special laws to govern autonomous vehicles in residential and commercial areas.