The First Ever Car Customizing Retail Experience for Kids

Raceline Motorworks(TM) Set To Open 2nd Store!

CHICAGO, May 31 /PRNewswire/ — Children’s store Raceline Motorworks(TM) is set to open its second store in Wauwatosa, WI (just outside of Milwaukee) this July! This comes on the heels of its first store, located in Westfield Shoppingtown, Hawthorn in Vernon Hills, which opened its doors on August 5th, 2006.


The first of its kind, the new concept stores offer kids a place where they can design, build, and race their very own remote-controlled car in a fun-filled environment where parents can feel just as good about the experience as their kids.

Raceline is also the only store to provide an in-store, on/off-road test- drive track for kids to put their customized vehicles to the test! The store features a showroom and assembly area where children get to choose their own car, select their own body styles, colors, decals and tires, and then build it with the help of the friendly Raceline Pit Crew(TM). Each child also walks out of the experience as an owner – with a driver’s license (complete with photo) and a full membership in the Raceline Racers Club(TM)! Best of all, club members can come back and race on the Raceline Motorworks Speedway Track(TM) as much as they like!


Racers can personalize their ride from over 100 different body styles and color combinations, from exotic sports cars to go-anywhere dune buggies. Next they choose custom wheels, rims and decals and head on over to the Raceline DMV(TM) for a personalized Raceline Pit Pass(TM). Here they receive their driver’s license, complete with racer photo and membership to the Raceline Racers Club(TM).


Next, a Pit Crew member delivers the parts from a fully stocked garage of parts and accessories. Racers sit down at one of the assembly tables and, with the help of the Pit Crew, build the car of their dreams!


A trip over to the Raceline Motorworks Speedway Track offers an adrenaline pumpin’ race on two different race tracks (off-road obstacle course or street course). They can rev their engine at the starting gate as the announcer shouts out “start your engines!”

Raceline Motorworks works in close partnership with architectural firm Gensler, a leading global design, planning and strategic consulting firm. The firm has had great success with high-profile retail clients including American Girl and Apple.

Back in 2002, the store idea was conceptualized and founders Blake Harper, Rocky Jones and David Domm launched Raceline Motorworks in 2005 with the goal of creating a totally personalized and interactive environment for kids. Witnessing a need for something different and cool for boys to do and each having a passion for remote control cars, they took that passion, formed a team, and the “race” began!

Raceline plans to open additional stores throughout the country in the coming years.


Raceline Motorworks
304 Hawthorn Center
Vernon Hills, IL 60061

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Source: Raceline Motorworks

CONTACT: Monique Huey-Jones, Raceline Motorworks, +1-773-327-7339, cell,
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