An illuminating novelty device for a hubcap that includes a primary housing, illuminators, and a generator. The illuminators include a strip of LEDs that extends diametrically across the primary housing. The generator includes a secondary housing that extends in the primary housing, a shaft, a weight fixedly suspended from the shaft to prevent rotation of the shaft when the secondary housing is rotating, an armature that is fixedly attached to the shaft to form a stator, a pair of pole pieces that are disposed diametrically around the armature and fixedly attached to the secondary housing for rotation therewith to form a rotor, a commutator that is fixed to the shaft and split lengthwise into a pair of parts, wherein each part extends 90 degrees around the shaft, and is spaced 90 degrees apart from an adjacent part, a pair of brushes that are diametrically affixed to the secondary housing for rotation therewith and move along the commutator as the secondary housing rotates, and a pair of wires that electrically communicate the pair of brushes with the pair of terminals, respectively. When the primary housing is rotated by virtue of the hubcap rotating, the illuminators form a BMW pattern.