SYS-CON MEDIA Authors: Carmen Gonzalez, Sean Houghton, Glenn Rossman, Ignacio M. Llorente, Xenia von Wedel

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RIDEMAKERZ® Vroooms Into Iconic FAO Schwarz® Fifth Avenue With Launch Of Unique Custom Car-Building Shop Experience

First 100 Customers in Attendance Will Receive a Complimentary RIDE

FALLS CHURCH, Va., Nov. 4, 2013 /PRNewswire/ -- From Myrtle Beach to Manhattan, RIDEMAKERZ® is officially driving into the Big Apple with the grand opening of a brand new 1,300-square foot experiential store-within-a-store at the legendary FAO Schwarz® Fifth Avenue, on Monday, November 11.

The grand opening ceremony will begin at 9:30 a.m. with a ribbon-cutting attended by VIP guests of RIDEMAKERZ and FAO Schwarz, as well as a local children's organization, The Boys & Girls Club of Kips Bay. RIDEMAKERZ is committed to supporting community involvement and is excited to offer this experience to select kids from The Boys & Girls Club, as well as a charitable contribution to the organization.     

The shop officially opens at 10 a.m. and RIDEMAKERZ will offer 100 complimentary RIDEZ, valued at $50 with no purchase necessary, to the first 100 people to arrive before 11 a.m. And, in celebration of Veteran's Day, Veterans visiting the store on November 11 will receive a complimentary RIDEMAKERZ baseball cap.

The FAO Schwarz flagship store in New York City is the fifth RIDEMAKERZ interactive retail shop, joining the other stores in Downtown Disney in Anaheim, California; Downtown Disney in Lake Buena Vista, Florida; Branson Landing in Branson, Missouri and Broadway at the Beach in Myrtle Beach, South Carolina, which opened first in 2007.

Resembling the look and feel of an authentic racecar garage, the RIDEMAKERZ shop offers a unique experience for kids or "customizers" ages 4 to 104 to build their own RIDE. Starting with a 1:18-scale body style (about the size of a football), customizers can choose from cool authentic cars like Corvette, Viper and Mustang, to entertainment or character favorites such as Lightning McQueen, Iron Man and Spider-Man. With more than 649 million possible combinations to trick out their RIDEZ, the customizable options include rims and tires, lights and sounds, accessories and decals, as well as the option to convert their creation into a fully functional radio controlled car!

"We are extremely excited to offer RIDEMAKERZ fans that live in and visit New York City with a custom car building experience in FAO Schwarz," said Norman Pozez, ZEO, RIDEMAKERZ. "Adding to customers' already exciting FAO Schwarz experience, our interactive shop is sure to provide kids and kids at heart, with an experience like none other within the Flagship Store."

"We are thrilled to welcome RIDEMAKERZ to FAO Schwarz Fifth Avenue. Their commitment to creativity and customization shines through in this new, immersive experience for kids and their families," said Mindy Clements, Vice President, Flagship Stores, Toys"R"Us.

A highlight of the store-within-a-store experience is the RIDEMAKERZ build table where customers can assemble their rides, attaching the body of the RIDEZ to the chassis and adding their custom rims and tires. RIDEZ start at $50, which includes the choice of any body style, working lights, working sounds, any rims, any tires and a freewheel chassis.

For a real race to the finish experience, participants can engage in the Pit Crew Challenge where their Build times can be compared against friends and family for ultimate bragging rights. And for birthdays, group outings or company team building, RIDEMAKERZ offers 'revved up' BASHES where friends can "Chooze, Customize & Cruize" home with their very own one-of-a-kind RIDEZ for a full-throttle experience.

Moving into the holiday season, RIDEMAKERZ will also offer special events, in-store and online deals and new products. The RIDEMAKERZ shop will be located on Level Two of FAO Schwarz Fifth Avenue in New York City.

RIDEMAKERZ is a fun and immersive building and customizing experience for the whole family, with more than one million RIDEZ built worldwide since its inception. This modern day car concept takes America's love of cars and the massive car customizing movement to the next level, creating a "build-a-car" workshop.  Its distinctive combination of real and online activities provides choice, unleashes creativity, encourages collaboration, fosters confidence and instills a sense of community.

For more information on RIDEMAKERZ, please visit www.RIDEMAKERZ.com and follow the company on Facebook at Facebook.com/Ridemakerz.  For additional information about FAO Schwarz, visit FAO.com and follow FAO Schwarz on Facebook at Facebook.com/FAO.

About RIDEMAKERZ
Since its inception in 2006, RIDEMAKERZ has been committed to the importance of play in the positive development of kids. Driven by real-world car culture and a passion for having fun, RIDEMAKERZ inspires self-expression through the creation of one-of-a-kind toy cars or RIDEZ. The brand's intense focus on detail, quality and the joy of creating something unique has won praise from kids, parents, educators, industry leaders and car enthusiasts alike. To learn more, visit RIDEMAKERZ.com.

About  FAO Schwarz
Since 1862, FAO Schwarz has been a brand synonymous with quality and innovation, offering an unparalleled selection of one-of-a-kind toys that have enchanted generations and cultivated a loyal clientele. In 2012, the brand commemorated its 150th anniversary as one of the most cherished retailers in the country with a year-long celebration of its storied history. The famous FAO Schwarz flagship store in New York City, which attracts millions of visitors annually, is the only one of its kind in the world.  The complete assortment of the company's extraordinary merchandise, including a line of unique toys marketed under the FAO Schwarz brand name, can be found in-store and online at FAO.com. The iconic FAO Schwarz brand is exclusively operated by Toys"R"Us, Inc., the world's leading dedicated toy and juvenile products retailer.

Video with caption: "Ridemakerz Interactive Retail Store Video." Video available at: http://www.youtube.com/watch?v=inz9zIGwgRE

SOURCE RIDEMAKERZ

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