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Star Wars Car Drives To The Dark Side Of Comic Con

When it comes to designing coveted collectible toys for sale at Comic-Con, the annual celebration of pop culture lifting off Thursday in San Diego, the sky's the limit for the designers at Mattel. Fittingly, the building where Mattel's dreamers conceive of their limited-edition playthings is just down the street from the Los Angeles International Airport. Inside the colorful design center - a Hot Wheels-themed shuttle bus transports employees from Mattel's parking garage - the designers have spent the past year working on 10 toys created especially for the Comic-Con crowd, including a replica of the Batmobile from the upcoming game "Batman: Arkham Knight" and a 9-inch-tall action figure of Superman killer Doomsday. "We don't have to worry about retail. We don't have to worry about margins," said Doug Wadleigh, Mattel's senior vice president of global brand marketing for boys and entertainment. "We don't have to worry about operational efficiencies. We only have to worry about creating the coolest toys for our fans. Period." It also offers some escape from Mattel's reality these days. Like other toy makers struggling in this digital, video-centric age, the company is trying to remain relevant in the retail world. Core brands like Barbie have seen less of a demand, with a 14 percent drop in sales in the first quarter of this year. Mattel had a net loss for the first three months ending March 31 that totaled $11.2 million. But things will at least seem rosier at Comic-Con, where eager buyers for the toys await (the only other place they will be sold is on the Mattel collector's site). Mattel's exclusives this year run between $20 and $85, but elite toys can fetch much more when they're put up for auction. The crown jewel for Wadleigh and his team this year is a Darth Vader die-cast car, the first official collaboration from Hot Wheels and the "Star Wars" franchise. The car - imagine if a Chevrolet Corvette C5 and the villainous Sith lord's helmet had a baby - comes in a sleek black box and encased in a replica of Vader's lightsaber, complete with a swooshing sound effect. "We've been trying to partner with Lucasfilm and Disney on this property for a long time," said Wadleigh. A full-size working replica of the Vadermobile will be on display at Mattel's booth at the massive San Diego Convention Center.

EcoCar3 will convert Camaro to bitchin' eco rides

In the 47-year-history of the Chevrolet Camaro, there have been countless college-age kids spending a ton of time getting under the hood and souping 'em up. Now, General Motors is adding a twist to the concept by donating 16 Camaros for the EcoCar challenge that puts university teams together to wring out better fuel-efficiency out of various vehicles. No word on whether there will be donuts on anyone's lawn, as suggested by 80's punks the Dead Milkmen, but the idea's never a bad one. EcoCar3 will feature 16 teams such as Arizona State, Penn State, Ontario's University of Waterloo and, of course, Detroit's Wayne State University. They'll spend the next four years "[reducing] environmental impact, while maintaining the muscle and performance expected from this iconic American car," as the EcoCar organizers say. The goal is to maintain body design and safety standards while boosting efficiency and lowering emissions, but the actual process is far more complicated than that description suggests. The California Air Resources Board (CARB) and Bosch are among the sponsors of the contest, which is also put on by the US Department of Energy and managed by Argonne National Laboratory. Penn State won Year Two of the three-year EcoCar 2 competition with its E85 plug-in hybrid electric vehicle converted out of a Chevy Malibu. The grand-prize winner of EcoCar2 will be announced in June. Check out the EcoCar3 website and see the announcement video below for more details. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.

Kurt Busch to shake and bake (again) in Ricky Bobby car at Talladega

Kurt Busch will channel Ricky Bobby for another NASCAR race, this time driving a Wonder-sponsored Chevrolet SS, in this weekend's Camping World RV Sales 500 at the Talladega Motor Speedway. Unlike past tie-ins, though, there's actually an element of sponsorship here (the "Me" car was done when Busch was running on a team without sponsorship).
It was arranged by Flower Foods, the new owner of the Wonder brand. Wonder was part of the bankrupt Hostess company, which temporarily exited the US market 2012, and set off the Great Twinkie Shortage.
Busch has made something of a habit of channeling characters from famous racing movies, most recently running Tom Cruise's City Chevrolet livery from Days of Thunder in a Nationwide Series race earlier this year. Busch kicked off his movie-inspired antics, though, at Talladega in 2012, when he raced El Diablo's ("It's like... Spanish for like a fighting chicken") "Me" car complete with a cougar on the hood. He even went so far as to channel the lovable idiot that is Ricky Bobby during the race, dropping a few catchphrases about macchiatos and slingshots.