Tricked out toys

A new concept that allows kids to build their own cars is cruising into Woodfield.

RideMakerz will open its seventh nationwide location April 19 when it sets up shop in the Schaumburg center. The store, decorated with flame-style graphics, allows kids to put together 10- to 12-inch toy cars or monster trucks using an electric drill and their imagination.

The concept is a sister to the wildly popular Build-A-Bear Workshop, an investor and RideMakerz partner.

The ideas are similar in that the young shopper visits a variety of fun-named stations to create their product. For instance, they sit in the pit to build their hot rods, which start at $12. Another $25 can be added for a radio control.

The average customer spends about $35 total after customizing the car, said CEO Larry Andreini.

Sounds chips, from police sirens to rock music, are available selections, as well as stick-on decals and customized license plates. Kids pick from a wall of wheels, from chrome to gold, as well accessories, including spoilers or deluxe engines.

Similar to the Build-A-Bear carrying box, the shopper leaves with a tool-box shaped carrying case for their new wheels.

"This is all about customization. You've got choices to make," said Andreini, the brainchild behind the concept.

No two vehicles are ever the same. There are 649 million different ways to put a car or truck together.

"There's nothing like this for boys. Parents are searching for something to do with their sons," Andreini said.

It's not just a guy thing. About 15 percent of shoppers are girls. More than 60 percent of the mechanics are between the ages of 6 and 12, Andreini said.

Drawing adults as well, an array of licensed models are available, from tricked out Ford Mustang GTs, Dodge Ram trucks and Mini Coopers.

Sales at RideMakerz are racing. The company reached $1 million in sales in the first 87 days of operation at its first location in Myrtle Beach, S.C., Andreini said. Mall of America in Minnesota, Castleton Square Mall in Indianapolis and Fredericksburg, Va., also house the stores.

The first four stores opened in 2007. Another two shops launched in Maryland this month and another five, including one in Appleton, Wis., are revving up for 2008 openings.

Andreini, 45, explained through a partnership with Build-A-Bear, they are able to share market research and position themselves in family-oriented or tourist markets where the stuffed animal retailer performs well.

The idea for the store developed in 2005 when Andreini was in discussions with two entertainment producers about a possible children's TV show. Instead, Gillian MacKenzie and Jane Startz gave him the idea for the toy car business they called Construct-A-Car.

They needed help executing the plan and turned to Andreini, an entrepreneur who founded a customer loyalty program and a telecommunications exchange.

"I couldn't believe no one had thought of this idea before," Andreini said.

Someone had. Maxine Clark, founder of Build-A-Bear, had come up with the business plan, but because of the gigantic growth with the bears, she wasn't able to move the car option.

The two partnered in creating RideMakerz. As part of the agreement, the companies share a warehouse, computer system and training theories.

"We needed to learn how to provide the experience," Andreini said. The process must be the same at all stores, like at Build-A-Bear.

At Woodfield, the two stores are adjacent on the upper level near Sears. Mall officials are pleased with the family-oriented venue.

"This is another destination and reason to come to Woodfield," said general manager Marc Strich. New concepts are often tested at the mall.

"If you're going to open in the Midwest market, Woodfield is the premier place," he said.

The car-themed store has some similarities with Raceline Motorworks. With two locations, one at Westfield Hawthorn, the retailer provides children an opportunity to create and then race a car on a designated track.

"RaceMakerz is a different experience. It's all about customization here," Andreini said.

It's a place for boys to have fun. "Boys can be very connected with a best friend standing side by side building something," Andreini said.