To develop that big flexor/pronator belly, you need to use wrist flexion. Really heavy wrist curls bother a lot of my lifters' wrists, so we usually go for sets of 8-plus and seek a pump rather than maximal strength.
Wrist rollers are better suited for heavy wrist flexion, and this version is especially challenging since the resistance increases as you roll.
You multitaskers out there will love this movement as it allows you to work the rectus abdominis, the obliques, and the serratus at the same time. Too bad the rest of your life isn't as efficient.