Another thing that could help, is go to the dollar store, and buy some toys/activities that can be taken out of a backpack during the trip.
Make the items a surprise that they can discover on the way. Coloring books, sticker books, puzzles, toys, etc. Maybe even include a few treats too.
My kids can spend a good hour on a sticker book alone. (4 and 7 years old)
For the sticker books, you can pull out the stickers, separate them, and tape them to the associated pages, so the kid doesn't get frustrated asking "where does this one go" every two minutes.
If the kid will wear headphones, they can save you from having to endure the movies on those DVD players.
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