August 29, 2007


As Hot Wheels® Gears Up for Its 40th Anniversary, the Automotive Industry Celebrates Its Enthusiasm for the World’s Largest Car Manufacturer

EL SEGUNDO, Calif. (August 27, 2007) – Hot Wheels® today announced its partnership with the Specialty Equipment Market Association (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 of ‘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® also will present the “Best Custom Car” and “Best Custom Truck” awards, both new to the show, at the annual SEMA 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,” said Peter MacGillivray of SEMA. “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 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 diecast brand’s 40th anniversary.
The SEMA show will be held at the Las Vegas Convention Center, on October 29 – November 2. The annual show brings together aftermarket manufacturers with original equipment manufacturers from all over the world, creating the premier automotive specialty products trade event.

About SEMA
SEMA, the Specialty Equipment Market Association founded in 1963, represents the $36.7
billion specialty automotive industry of 6,817 member-companies. It is the authoritative
source for research, data, trends and market growth information for automakers and the
specialty autoparts industry. The industry provides appearance, performance, comfort,
convenience and technology products for passenger and recreational vehicles.
About Mattel
Mattel, Inc., (NYSE: MAT, www.mattel.com) is the worldwide leader in the design,
manufacture and marketing of toys and family products. The Mattel family is comprised of
such best-selling brands as Barbie®, the most popular fashion doll ever introduced, Hot
Wheels®, Matchbox®, American Girl®, Radica:® and Tyco® R/C, as well as Fisher-
Price® brands, including Little People®, Power Wheels® and a wide array of
entertainment-inspired toy lines. Mattel is recognized as one of the 100 Most Trustworthy
U.S. Companies by Forbes Magazine and is ranked among the 100 Best Corporate
Citizens by CRO Magazine. Committed to ethical manufacturing practices, Mattel marks a
10-year milestone in 2007 for its ever-evolving Global Manufacturing Principles and focus
on sustainable business practices. With global headquarters in El Segundo, Calif., Mattel
employs more than 30,000 people in 43 countries and territories and sells products in
more than 150 nations. Mattel’s vision is to be the world’s premier toy brands — today and

Daniel Pickett
Daniel “Julius Marx” Pickett has been around toys his whole life. The first line he ever collected was Mego’s World’s Greatest Super Heroes line back in the 70s. He has been surrounded by collectables ever since. In 1999 he was confounded by a lack of information and news about some of his favorite toy lines he was collecting. Since he couldn’t find the information he decided to pursue it himself thinking other people might also be interested in the same news. He started writing a weekly column on the toy industry and action figure for a toy news site and in a years time he tripled the sites daily traffic with his updates, reviews and product features. He built relationships with every major toy manufacturer and many sculptors, painters and mold makers. He grew his hobby into a world wide expertise that the industry has embraced. In 2004 he teamed up with his toy buddy Jason “ToyOtter” Geyer and they created their own website www.ActionFigureInsider.com. Daniel has been quoted in both industry and mass media press outlets. Over the years Daniel and AFi have been sought out as experts in the field. Daniel was regularly featured on “Attack of the Show” on the G4 network as the primary contributor to their “Mint On Card” segment, and our front page has been linked to from USA Today’s “Pop Candy” Blog twice. Daniel’s content has also been featured on MSNBC.com, Wired.com, Fark.com, Boing-Boing, Gizmodo.com, Ain’t It Cool News, the Official Star Wars blog, Geekologie, G4, CNet and Toy Fare magazine, among many others. He has consulted on toy lines, books, documentaries and TV shows. But all of that really just sounds snooty and “tootin’ his own horn” – the long and short of it is that Daniel loves toys and he LOVES talking about them.
Read other articles by Daniel Pickett.




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