Having moaned about Polly wheels (toy cars for girls), I really like the concept of Ridemakerz stores where customers (expected to be predominantly dads and lads) select car components to customise their own toy.
Traditional toy car kits (as I remember them) were hard work, compared to this idea of an in-store construction. There’s choice in selecting a chassis type, body style, paint scheme, sound effects and “style of locomotion”. That’s before all the after-build “customizing and accessorizing options”. The prices seem quite steep, but the idea definitely has wheels.