In reading this month’s Wired magazine I came across something that brought me back in time about 26 years. I discovered that Hot Wheels is celebrating its 40th anniversary, and invited automakers to create new models from scratch. Above you can see the Honda Racer, a concept car in 1/64 scale.

The Hot Wheels 40th Anniversary promotion offers several interesting lessons for meaningful marketing. First, I love that it gives kids a deep, authentic experience. By recruiting real car manufacturers and their real design teams, kids connect on a deeper level than most “toys” can reach. Mattel realizes that authenticity is a key driver of the imagination.

Second, Honda is able to connect with kids just as they are starting to form bonds with car brands that will likely stick with them for life. Instead of only seeing Honda as the brand of Mom’s Odyssey minivan or Dad’s Accord sedan, kids now appreciate Honda as a cool brand. That might help Honda sell more minivans and sedans later in life. And this is a very positive form of marketing to children at a time when marketers are under tough scrutiny – as it aids in their imagination and enjoyment. If I were a kid today I would be devouring Honda’s press release for details!

Finally, Honda’s investment pays off by recapturing the imagination of adults like me who grew up with a fascination for cars and spent hours playing with them. The reality is that Honda is not just making a 20-year investment in future drivers, but also making the hearts of today’s car buyers pump a little bit faster. The first sign is the fact that Wired finds a new toy worthy of unpaid editorial coverage in its magazine. Readers like me just love this stuff, and a full-page article on the new Honda concept car is worth about a million dollars in advertising value.

For bonus points, toss in the fact that a lot of dads keep their collection of Hot Wheels and Matchbox cars. When their first son is born they count the days until they can pull them out of the basement and pass on the tradition. Again, imagine the powerful bonding opportunities for marketers to play a role in.

According to Wired, only six out of “several automakers” accepted the challenge of developing new cars for the Hot Wheels anniversary. It isn’t surprising to me that only a handful made this investment; this takes time, money, legal reviews, contract negotiations, etc., etc. As a former Brand Manager I can tell you that when opportunities like this come in, it can feel like more trouble than it’s worth. Most marketers would wonder why developing a toy (likely with no significant payment from Mattel) would be worth the effort – especially when the economy is diving and people are worried about moving steel today.

But the choice of car is a very personal decision and a very large investment. Sowing the seeds of brand equity at an early age – and reigniting the passion for 36-year-old kids like me, can build powerful connections and reap much better results than a 30-second ad or a $1,000 rebate. Kudos to both Mattel and Honda for adding some more meaning to our lives.