Target, we’re impressed. You take one of the most profitable items in your store, and turn it into a cute, super-fun remote-controlled car. The remote looks like a piece of cheese, and when you detach it (and a little Target shopping cart with a mouse inside) from the gift card, it lets you wirelessly move the tiny vehicle backward and forward.

It’s no wonder Target can afford to do this — stores make billions on the fact that a large percentage of gift cards are never redeemed. The Remote Controlled Gift Card is available in amounts between $25 and $1000. At least you get some value out of this one if you don’t redeem it.

Target, via ChipChick