• PROMO Magazine, Thursday, December 8, 2005 12 PM

Hot Wheels has launched an interactive promotion at New York City's FAO Schwarz store that lets kids design a car with touch screen technology. Using the Hot Wheels Custom Car Factory Kiosk application, kids can create a customized car for $20 that comes complete with the customer's name, a registration number and certificate of authenticity. The kiosks, with technology developed by touch screen manufacturer Planar, operate only in the Manhattan FAO Schwarz store. "The ability to customize something is very nice," said Rob Baumgartner, director of operations and marketing for Planar. "It gets you more involved [with the product]. It's another fun way to interact with the product. It clearly draws people in." The effort is supported by in-store signage.

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