Roger Rabbit was recognized as a lucrative character by Disney after the release of Who Framed Roger Rabbit, and an ambitious set of attractions based on the movie were developed for many Disney theme parks. Roger Rabbit was even set to be the star of his own land, behind Main Street, U.S.A. at Disneyland, called Hollywoodland. Meanwhile, over at the Magic Kingdom, a new land behind Fantasyland was being developed in honor of Mickey Mouse's sixtieth birthday, aptly named Mickey's Birthdayland.
There were also set to be attractions based on Roger Rabbit, Judge Doom, and Baby Herman opening in a major expansion at Disney's Hollywood Studios and Tokyo Disneyland, but after the financial disaster of the Euro Disney Resort, plans were dramatically cut back with only Disneyland and Tokyo Disneyland receiving any Roger Rabbit-themed attractions. In the ride, Marvin Acme's "Acme Warehouse" from the film is called the "Gag Warehouse."
The queue of the ride winds through dark narrow alleys, the Ink & Paint Club, and the weasels' hideout in Toontown where guests can overhear the weasels, Jessica Rabbit, and Baby Herman talking, setting up the plot of the ride. The queue eventually enters the Toontown Cab Company which is the boarding area. Guests board a yellow toon cab named Lenny, who is the twin cousin of Benny the cab. Each cab seats two people, and the cabs are dispatched in groups of two. At the beginning of the ride guests encounter Roger Rabbit and Benny, spinning out in a puddle of "DIP" spilled by the weasels, and the guests' cab drives into the dip as well. At this point, the steering wheel of the cab becomes active, and the cab can then spin around, much like Fantasyland's Mad Tea Party. The attraction's storyline focuses on the weasels' plot to kidnap Jessica and dip Roger and Benny.
On September 22, 2000, a four-year-old boy fell out of the Disneyland version of the ride and suffered serious injuries. The victim's family sued and eventually settled out of court. In January 2009, the then 13-year boy died due to complications from those injuries.