by Terese Svoboda
I never heard Henry Bull, my father-in-law, claim he invented the Whee-Lo, but his proud sons have on occasion. He manufactured and distributed the toy, and made it into a nationwide sensation in 1953, just before the hula hoop and Frisbee. A curved double metal track that held a spinning plastic wheel, the gyroscopic magnetic Whee-Lo is still available for purchase, most frequently at airport gift shops. By flicking your wrist, you propel the wheel and its spinning progress down the track and back. Mesmerizing, it’s a sort of fifties’ analog Game Boy. First called the Magnetic Walking Wheel, it came packaged with six colorful cardboard discs known as “Whee-lets” that created optical illusions as the wheel spun. According to Fortune, Henry’s company, Maggie Magnetics, sold two million units its first year.[1] Like the hula hoop, which Arthur K. “Spud” Melin and Richard Knerr claim to have invented in 1958, the Whee-lo had been around for a while, although maybe not for the uncounted centuries of the hoop. One version of the Whee-Lo was known as “Uncle Spinny Dervish” in the 30s.
Someone had given Henry a prototype, which he brought home to test on his sons. My husband remembers it being about a quarter of the size of the eventual model. His father had to improve its engineering because the wheel didn’t have enough diameter and mass to create sufficient centrifugal energy to spin well. Terrible design, but interesting proof of concept. That someone was paid a licensing fee, and Maggie Magnetics manufactured it and patented improvements to the toy in 1972.
Two stories account for the genesis of Henry’s interest in the magnetics business. During the Depression, he managed to get a job selling refrigerators for GE. He became frustrated because he had no way to affix the prices in the showroom until he discovered that magnets held the labels to the fridge fronts without leaving a mark. Voila! The fridge magnet. Dull and utilitarian-looking, they came nine to a box, displayed like chocolates, each with its own compartment. Read more »