Co-Creator of Barney® the Dinosaur and Auto Racing Giant Team Up to Create Fun and Learning-Based Family Entertainment Brand

DALLAS, Texas and CHARLOTTE, N.C. – NASCAR, Inc. and Reel FX Home Entertainment today announced a summer 2007 production start for a new animated preschool series based on the hugely popular, family-friendly auto racing series.  Scheduled to launch in spring 2009, the fun and learning-based DVD series will be the first entry in a planned line-up of programming and products under the NASCAR Jr. brand.  Reel FX holds the master license to develop and distribute programming and products for NASCAR Jr. 

Developed for preschool-aged children, the character-rich series focuses on five young friends who, with the help of their playful kid-sized cars, work as a team to tackle entertaining, adventure-based missions.  The junior drivers’ distinctive personalities are mirrored by their colorful vehicles, each of which possesses unique traits and capabilities.  The episodes will reinforce valuable life lessons such as working towards a goal, teamwork and problem solving, as well as the importance of friendship, family and kindness to others.

NASCAR and Reel FX are jointly developing the DVD series, which will combine fun with learning and put special emphasis on active play, humor and role-playing.  In addition to appealing characters and storylines, original music will be a key component of each episode. 

"NASCAR Jr. brings the excitement and thrills of NASCAR home to children in a way that allows them to connect to the sport and begin building an affinity for NASCAR that we hope will last a lifetime,” said Mark Dyer, NASCAR’s vice president of licensing and consumer products.

“The world of NASCAR provides a strong creative springboard for developing colorful characters and stories that will resonate with young children and their parents,” said Dennis DeShazer, executive producer and co-creator of the series.  “The series will tap into what preschoolers already love: cars, action and physical humor.  At the same time, the programming will encourage key developmental skills such as imaginative play and critical thinking.  Just like the phenomenon which inspired it, we believe NASCAR Jr. will become a family entertainment favorite in millions of homes in the years to come.”  DeShazer also is a co-creator of the classic children’s property, Barney®, one of television’s longest-running, most acclaimed preschool shows and a top-selling home entertainment franchise.

“The NASCAR Jr. brand will appeal to a wide and diverse audience of children who share a similar fascination with pretend play involving cars,” said Jon Green, executive producer and co-creator of the series.  “That play-pattern reality will be the fundamental element of the DVD series and further planned brand extensions, including publishing and consumer products.  We believe NASCAR Jr. is an odds-on winner in the preschool entertainment category.”  

NASCAR Jr. products will focus on empowering children to use their imaginations and creating a “lifestyle experience.”   The product roll-out will be staged to maximize opportunities as brand awareness grows, with the initial launch consisting of home entertainment, publishing, toys and games.  After children have been introduced to and develop relationships with the characters, categories will be added, including apparel, party, domestics, and health and beauty.