BEAVERTON, Ore. — Planar Systems Inc., provider of flat-panel display systems, is bringing the power of touchscreen technology to enthusiasts of Mattel's Hot Wheels brand with an implementation at FAO Schwarz in Manhattan. According to a news release, 17-inch Planar touchscreens serve as the consumer design center for the Hot Wheels Custom Car Factory Kiosk. At the New York City FAO Schwarz, consumers can customize their own Hot Wheels car with special colors, designs, wheels and rims using Planar touchscreen monitors. After nearly a year, FAO Schwarz has sold thousands of customized Hot Wheels models using the kiosk.
Designing a car with the Hot Wheels Custom Car Factory Kiosk application takes only a few minutes, and the customer receives a certificate of authenticity with the purchase. The price of a customized Hot Wheels car is approximately $20. Mattel is currently using Planar 17-inch touchscreen monitors for consumer access and server control.
"We're thrilled to bring our 20 years of display expertise to a premiere brand like Hot Wheels," said Rob Baumgartner, Planar's operations director. "On a recent business trip, I visited FAO Schwarz and experienced first-hand the unique experience of customizing a red Hot WheelsHummer. One little boy was so enthralled tailoring his car and watching the video of it being built, it made me want to bring back my daughter and let her create her own."
"Touchscreen technology provides an exciting way for consumers to interact with the Hot Wheels brand, allowing them to develop their own customized product," said Doug Wadleigh, vice president, Hot Wheels marketing, Mattel. "I've been delighted by the durability and reliability of Planar's touchscreen system, which ensures that every kid who visits FAO has a fun, engaging Hot Wheels experience."
