They're actually really tolerant of over-voltage. This is the same technology as electro-luminescent wire ("EL-wire"), for which I've made several different drivers and segment multiplexers. You can get by with an off-the-shelf EL-wire driver; some are very cheap ($5 or so) and are available with supply voltages from 3V to 12V. Most of these are simple resonant-transformer circuits, however, and require both a minimum and maximum load to work - and they'll smoke if your load isn't within the required range (either way). I eventually gave up using them for my projects (animating large and small displays for Burning Man, and others), and ended up making my own supplies with a 555 oscillator, driver, and a filament transformer working backwards. I started out using a bi-polar driver, but a simple open-collector driver seemed to work well enough for my needs.
The critical parameter is frequency - well, more critical than anything else, anyway. The EL-wire (and also back-lights from old monochrome LCD displays) seems to work best (brightest) between 1-2 kHz. Note that there are nightlights available that just plug into the the wall, and therefore work at 60 Hz, but not very well. Most of the cheap supplies produce a spiky sort-of saw tooth wave, which of course has a lot of high-frequency components. In my design, I used an RC filter to round off the corners a lot; if I'd really been doing a good job, I'd have cobbled up some sort of sine-wave oscillator, but as I mentioned above, what I had was good enough, and far better than the cheap units.
The brightness is directly proportional to the excitation voltage; for most of the numeric displays (and EL-wire, etc.) anything above 100 V P-P works, with 120-150 seeming to be optimal. Note that as the brightness (due either to frequency or excitation voltage) increases, the lifespan decreases. Some of my brighter displays only had a lifespan of a couple hundred hours (to 50% brightness) - suitable for a one-week project in the desert, but not for an heirloom clock.
To switch the high voltage, I used sensitive-gate TRIACs such as the MAC97A6, and referenced one end of the high-voltage supply to my logic ground. That sounds a bit scary, but it worked just fine.
~~
Mark Moulding