RIDEMAKERZT, the first-ever car-customizing experience for kids from six to 106, is entertaining a brand new retailing concept inspired by Build-A-Bear WorkshopR, the leader in experiential retailing. The new concept taps into the love of cars and auto customization of the Americans.

The Build-A-Bear Workshop Inc. is accelerating its investment in Retail Entertainment Concepts LLC's Ridemakerz stores. Starting this summer, the company will let children and families build and customize toy cars.

The RIDEMAKERZ experience invites "customizers" or guests into the ultimate car-customizing shop where they can choose, personalize, customize or simply unleash their creativity to produce an exceptional ride. The customizers can choose between the auto body parts, colors, styles, accessories, sounds and decals to produce the most fabulous vehicle for them. The company estimates more than 649,000,000 possible combinations, not including individual decal placement.

"The RIDEMAKERZ experience is pure fun, and the process is designed to spark creativity, encourage collaboration and build confidence," said RIDEMAKERZ CEO Larry Andreini. In addition to creating a unique and valuable concept, the company has also created a unique and precious business structure through its strategic partnership with Build-A-Bear WorkshopR. Build-A-Bear Workshop was an early investor. It has shared key infrastructure components. "Our partnership with Build-A-Bear Workshop allows us to fire on all cylinders from the very start," added Andreini.

The car customizing company is gaining from a decade intense logistics, warehousing and supply chain management systems, point-of-sale systems, interactive in-store technology and e-commerce aptitude. The company is also learning from the teddy bear maker's selection of mall locations, and also has access to Build-A-Bear Workshop's world-class associate training programs which is the core of the guest experience.

"Our business partnerships approach is a 1 + 1 = 10 formula; there is a natural synergy between RIDEMAKERZ and Build-A-Bear Workshop," said Maxine Clark, the Build-A-Bear Workshop founder and chief executive bear. "Partnerships are all about working together to create something bigger and better than you could on your own."

While the Build-A-Bear Workshop has inspired the retail entertainment experience, the car culture has inspired everything from the shop design to the smallest auto features. Styles range from a red Fire Engine to a flat-black retro Hot Rod inspired by legendary car designer Chip Foose.

Chip Foose, a famous car designer and host of The Learning Channel's - Overhaulin', is also working with RIDEMAKERZ. "This project is close to my heart," said Foose. "I learned about car-customizing from my Dad, and now I get to help pass that experience on to fathers, sons and families across America."

RIDEMAKERZ has agreements with the Ford Motor Company to offer the Mustang and the Ford Super Chief Alternative Fuel Concept Truck. It also has a pact with Dodge of the Chrysler Group to offer the Ram and the Challenger Concept car.

Now, it is high time for you to fire up your wild imagination...