• by Tanya Gazdik , May 16, 2017

Toyota is returning as a major sponsor of the Motor City Comic Con for a fourth year and will display a superhero-influenced Highlander SUV. 

In its 28th year, Motor City Comic Con features activities for fans of comic books, science fiction and movie and television entertainment. Daily activities at the event -- running May 19-21 -- include costume contests, panel discussions, and opportunities to meet an array of TV and movie actors.

Last year’s convention attracted more than 62,000 people, breaking the previous record set in 2015 by more than 10,000. 

On Saturday, May 20, Toyota will make a charitable contribution to Hero Initiative, a non-profit corporation dedicated strictly to helping comic book creators in need. Hero Initiative creates a financial safety net for yesterday’s creators who may need emergency medical aid, financial support for essentials of life, and an avenue back into the comic industry.

Toyota is not the only automaker with ties to comic-enthusiast gatherings. Last year, Sega tapped Honda to create a Sonic Civic to celebrate the 25th anniversary of the video game character, Sonic the Hedgehog. The custom Sonic Civic debuted at Comic Con in San Diego last July. 

Nissan also launched a social media promo connecting its vehicles to comics in conjunction with the San Diego show. Lexus had a connection to Marvel and offered test drives during the 2015 Comic Con in San Diego. Scion threw an afterparty during the 2014 San Diego Comic Con and Chevrolet had several displays at the New York Comic Con in 2012.