Abstract: The subject matter of this specification can be embodied in, among other things, a modular toy vehicle that includes a vehicle body defining a seat space that is at least partially enclosed and defines an interior volume to contain one or more character figures, a first character seat assembly removably mountable to the vehicle body within the seat space as a first simulated seat, and a second character seat assembly removably mountable to the vehicle body within the seat space as a second simulated seat that is sized differently from the first simulated seat such that the second character seat assembly is prevented from removably mounting to the vehicle body within the seat space when the first character seat assembly is removably mounted to the vehicle body within the seat space.