SEMA eNews Vol. 10, No. 43, October 25, 2007

HOT WHEELS TO MARK 40 YEARS OF INFLUENCE AND INSPIRATION AT THE SEMA SHOW

As part of its partnership with the 2007 SEMA Show, Hot Wheels will introduce the Hot Wheels Design Award, 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 Product Awards Breakfast.

“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.”

Hot Wheels will also make its mark with life-size Hot Wheels vehicles, various brand artifacts, memorabilia and collectibles placed throughout the hall.

To view all of the activities at the 2007 SEMA Show, click here.

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