NASCAR - Fun during Difficult Times

NEW LICENSES TO PROVIDE FUN DURING DIFFICULT TIMES

NASCAR is working hard with its partners to ensure fans have NASCAR related content and products to help provide some fun during these tough times.

NASCAR and Funko have recently announced new additions to their NASCAR-licensed line: Jimmie Johnson, Martin Truex Jr, Ryan Blaney and Bubba Wallace. These new figures were selected based upon fan requests as well as driver sales numbers via trackside and NASCAR Shop online. This comes after a successful first wave that included availability in over 150 retailers worldwide, including Target, FYE and GameStop. NASCAR and Funko are already discussing plans for wave three, which will launch early next year.

In addition, NASCAR and its licensee iRacing are continuing to grow the eNASCAR iRacing Pro Invitational Series, a sim-racing exhibition format featuring some of the biggest names in the sport. The series, which was started to provide content to sports fans during these tough times, mirrors the postponed schedule and is broadcasted on FOX, FS1 and the FOX Sports App. The O’Reilly Auto Parts 125 from the virtual Texas Motor Speedway on March 29 set a new record, pulling in 1.3 million total viewers across FOX and FS1 to become the highest-rated televised esports event in the United States. NASCAR has also worked with licensees to create eNASCAR iRacing Pro Invitational product assortment. Also, new for 2020, NASCAR has developed a consumer product style guide called TEAM NASCAR. The new guide provides a youthful spin for licensees, with creative developed specifically around two segments: rookies ages 2-5 and kids ages 6+. Each segment contains a rich collection of assets including illustrations, badges, type treatments, patterns, borders and icons that licensees can utilize to develop cohesive and creative consumer products that speak to the younger NASCAR fans. TEAM NASCAR will formally debut the Paul Sparrow, NASCAR

style guide this spring and NASCAR will seek additional youth-focused licensees to expand the program. Interest in NASCAR is growing with NASCAR-licensed products coming off an exceptionally strong 2019 holiday season with double-digit growth in the fourth quarter and year-to-date sales continuing to register doubledigit growth both trackside and on NASCAR Shop. Additionally, comparable NASCAR Cup Series race broadcasts were up +5% year-over-year in 2019 and continue to be on the rise in 2020.

To find out more, Total Licensing talked to Paul Sparrow, Managing Director, Licensing and Consumer Products, NASCAR

How are you, for want of a better word, ‘capitalising’ on the crisis?

Paul Sparrow: NASCAR has a long history of simulated racing, so that has been very popular. Really NASCAR was the original esport. People are having a lot of fun racing virtually!

And what has the response from fans been so far?

Through the roof! Social media has also been a massive help in putting it out there and sharing the news to the many fans. It’s been a real phenomenon. And has really enabled us to connect with fans on a global level.

What about after the pandemic – is this something you will keep going?

Absolutely. It’s turned into a really unique experience for fans.

Tell us a little about your licensing program and how that is still able to grow through the crisis.

Walmart and Nascar have a very long and successful history together, and our range from Far Out Toys has been super popular. The play patterns and ages are very interesting too, with a wide demograph.

And to see what licensees have to say, Total Licensing spoke to Keith Meggs, CEO and Founder of Far Out Toys.

Tell us about your relationship with NASCAR.

Keith Meggs: Far Out Toys launched in 2017 with the mission to create innovative toys by leveraging inventor relationships and developing long term partnerships with other family friendly brands – making NASCAR a natural fit! In just two years, that vision was realized with a full line of products under the NASCAR brand including

the Crash Racers vehicle line, which is generating multi-million-dollar sales across Walmart, Target and Amazon.

What kind of products have you developed together?

The first of our NASCAR branded vehicle track sets, NASCAR Adventure Force Crash Racers, was developed to capture the thrill and excitement of NASCAR through endless hours of racing, wrecking and rebuilding race cars. We launched this at Darlington Raceway last year with events at the NASCAR Kids Zone including driver appearances by NASCAR Cup Series Champion Kyle Busch and NASCAR Xfinity Series driver Noah Gragson. Since the launch, the NASCAR Adventure Force Crash Racers track set was selected as part of Walmart’s “Top Rated by Kids” list with one of the highest aggregated scores of the season, and was one of 40 toys included as part of Walmart’s virtual Toy Lab.

What is coming up this year?

We are really excited about our new products and activities planned for this year. One of which is the NASCAR Crash Circuit Roval Track set, coming this fall. Inspired by the oval road course at the Charlotte Motor Speedway, this new track set also comes with two unique vehicles, a rotating Winner’s Circle, and even figures for creating your pit crew. We have formalized a promotional relationship with NASCAR Gander Outdoor Truck Series driver Natalie Decker and once the racing season resumes, we are planning activities for kids at NASCAR tracks including influencers and other popular drivers to create fun events on-site.

Why was the NASCAR license important for your toy line?

First and foremost, the popularity of NASCAR with children and families was key. In addition, we were excited about the opportunity to partner with

them to bring NASCAR back to the toy aisle after a several year absence. And the statistics don’t lie - NASCARlicensed products are really growing, coming off a strong 2019 holiday season with double-digit growth in the fourth quarter and year-to-date sales continuing to register double-digit growth both trackside and on NASCAR Shop. Additionally, comparable NASCAR Cup Series race broadcasts were up +5% year-over-year in 2019 and continue to be on the rise in 2020.