I love this.
Not just because a year ago I gave a creative team a Choose Your Own Adventure book (abominable snowman naturally) as a creative thought starter (amongst others.) Have been a few choose your own adventure interactive stores that past year or so. But this is by far the best, feels like a game in addition to a narrative - wait, aren't those generally the same.
It is technology doing what the brands does but better. Not technology for the sake of technology or bad production values as a chose "technique" or on the cheap. Very nice Hotwheels. Very nice.