For those who don't know, Hot Wheels is a line of toy cars created by Mattel. It has been around for a very long time, has had TV shows and video games made about various individual lines within the overall Hot Wheels brand, and may have spawned some memes.
Granted, I haven't seen any Hot Wheels memes myself, but I haven't been everywhere on the internet. It's also worth noting that some Hot Wheels cars, especially older models that have gone out of production, can and in some cases have become highly sought after collectibles.
I don't know whether it warrants an article, but if it does, I know it needs to be classified as a Subculture entry.