When the Hot Wheels Twin Mill debuted at 2001 SEMA, the other items in the booth received significant attention as well, they were just props, but had so much demand, they became licensed products!

The above photo was found on http://www.watsonsoftware.com/cars/index_2k1.htm

The above photo, a moment later shows the opening of the roof, and off to the right, the rims display, photo by the kindness of Carson Lev

When I was at the 50th Anniversary Hot Wheels event, I learned about the pivotal role of Carson Lev in the Hot Wheels merchandising and licensing, which started with his job interview, and how he was central to the Twin Mill being completed as a full size real car, from the moment he was hired.

Not having a very good memory, let me paraphase and boil it down like this: Great interview, and when given that last "do you have any questions" he replied, "what about the Twin Mill?" and bingo, the exec interviewing him saw an enthusiast with gumption and moxie. He was given the Twin Mill project, and no budget, as the exec was sure that anyone that enthusiastic would work miracles and complete what had fallen by the side and forgotten about

It wasn't a risky decision. He was exactly the right person to take on the challenge.

It was nearly the 35th anniversary of Hot Wheels, and making the Twin Mill concept prototype a reality, would be the shiny crown jewel of future anniversary events.

So, Poof! Instant Presto Chango, Carson went from the newest employee, to Director of Design for Hot Wheels. Well, he was under the gun to resurrect what had been accomplished so far at Hot Rods by Boyd, which had started on it in 1996 by making a frame, subbing out the body etc, (but went bankrupt in 1998 due to a half million dollar build going unpaid). They had to rescue the car in an early morning collection before the bankruptcy receivers arrived to snag all the Coddington's business stuff.

5 years passed while the Twin Mill sat behind the warehouse at Hot Wheels, rusting, and getting weathered.

Carson took the Twin Mill to the Barry Lobeck hot rod shop for completion of the build, and to Bob Larivee, godfather of the car show car circuit promotions for a car show tour agreement.

Once complete, it was realized that introducing this full size toy to the world at SEMA was a free publicity gold mine. You know how I love SEMA booths and innovative booth displays, well, more than just showing it at SEMA, he brainstormed the booth working from the premise "What if we made Hot Wheels motor oil, wheels, tools, custom paint, clothing, and car wax....what would it look like?” That's lifestyle marketing in place of product marketing, and it's genius for booth displays!

So, instead of a just free publicity for the Twin Mill on display, it doubled up as an anchor for a booth promoting Hot Wheels as not just a cool toy company, more as a lifestyle for the 45 million men that grew up with Hot Wheels.

So, displayed around the booth were items developed as props to be displayed with the Twin Mill: billet custom wheels, car wax packaging, paint samples, clothing and tools; all branded Hot Wheels.

Boom! Great idea in action, at the right place, time, and with the key target demographic... SEMA people!  It suddenly appeared that Hot Wheels was in the aftermarket from the booth props, and licensees were signing contracts, and Hot Wheels was launched into the collateral products world.

Once more, Carson had changed careers, and this time from Director of Design just been appointed the Director of, and inventor of, Hot Wheels Adult Licensing, growing the business to new levels and reinforcing the tagline “World’s Coolest Car Company”.

http://www.hotrod.com/articles/0307sr-milestone-twin-mill/