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Hot Wheels announced its partnership with SEMA for the annual automotive aftermarket convention in Las Vegas. "Fueling the Passion for Hot Wheels," along with the legendary Hot Wheels logo, will be present on all 2007 Show-related materials and events—from T-shirts and Show programs, to banquets and awards.

"Hot Wheels has been a participant at SEMA for many years, and we're thrilled to kick off our 40th anniversary with an even bigger presence at this year's Show," said Geoff Walker, vice president of wheels marketing, Mattel Brands. "The theme 'Fueling the Passion for Hot Wheels' captures the influence the automotive industry has had on the Hot Wheels brand over the years, as well as our influence and inspiration on the industry."

For this partnership, Hot Wheels and SEMA will introduce the "Hot Wheels Design Award" at this year's Show, which will be awarded to four customized vehicles that embody the essence of the Hot Wheels brand, including speed, power, performance and attitude.

Hot Wheels will also present the "Best Custom Car" and "Best Custom Truck" awards, both new to the Show, at the annual New Products Awards Breakfast. 

"What makes Hot Wheels a great partner for SEMA is that the renowned die-cast brand truly mirrors all of the various areas within the automotive specialty-equipment market," says Peter MacGillivray, SEMA vice president of communications and events. "And to have a celebrated brand like Hot Wheels play such a large role in our Show, gets us, and our Show participants, revved up for this year's convention."

During the week-long Show, Hot Wheels will make its mark throughout the Las Vegas Convention Center with life-size Hot Wheels vehicles, various brand artifacts, memorabilia and collectibles, as well as participate in a variety of Show events that celebrate the die-cast brand's 40th anniversary.