NASCAR looking to gain popularity with children

As if Chucky wasn't scary enough, now Dale Earnhardt Jr. is a Cabbage Patch Kid reincarnate.

A first in what is being dubbed the 'NASCAR Kids' line, Earnhardt Jr. last week unveiled his very own CPK doll on QVC and sold 3,000 units within a one-hour segment. Jeff Gordon followed up the feat with his own doll and sold 1,500 units.

NASCAR has licensed some gratuitous items through the years: women's high heels, candy canes, hammers -- but this line might top the list.

Although, NASCAR's rendition of a Cabbage Patch doll isn't absurd if you're an 8-year-old kid from Kannapolis, N.C., who just discovered the sport and holds Earnhardt Jr. in the same esteem as Superman.

That said, the sport's decision makers are ramping up efforts to hook NASCAR fans earlier than ever as they know that 'Tommy the toddler' can't go out and 'play' NASCAR in the back yard.

Therefore, they must target their audience as soon as birth.

"It is critical that we develop the future fans of NASCAR," said Blake Davidson, managing director of NASCAR's licensed products. "Licensed merchandise presents us with one opportunity to do just that.

"Kids are naturally drawn to cars and vehicles, which often times play a role in their early play patterns. Through toys, games, apparel and other product categories, we can make a connection with children at a very young age. Over time this connection can be cultivated and eventually lead to an affinity for the sport that literally lasts a lifetime."

It's not necessarily an easy task, said Greg Perkins, director of licensing for Roush Fenway Racing.

"Tapping into the kids market is something we have struggled with. Finding an item that will compete against the latest Spiderman movie or Disney character is hard and it is a challenge to get our products in the store because of limited shelf space," Perkins said. "We are working daily with current licensees and seeking out new ones to hopefully grow a nice mix of kids items so we can take advantage of their buying power."

J.J., Julie and Giovanna Damato at a Joey Logano appearance.

And marketers, along with drivers, are finding ways to reach the tots beyond the product lines.

Tinseltown Toons and NASCAR are in the planning stages of creating an animated feature film called NASCAR: The Secret Life of Cars that will detail what happens in the NASCAR garage when the humans have left and the cars come to life.

Certainly drivers can identify -- Earnhardt's No. 88 recently comes to mind -- when their cars seemingly take on personalities of their own.

The film set for DVD will be released in 2011 via Universal Studios Home Entertainment and is the first full-length animated feature solely based on the NASCAR brand to be produced for the kids' marketplace.

Surely the DVD will be in Gordon's collection for his nearly-2-year-old daughter, Ella Sofia Gordon.

It will be alongside his Sesame Street episode the NASCAR dad produced during the offseason -- just another example of how NASCAR and its personalities are reaching the younger demographic.

"Sesame Street was amazing," Gordon said. "Ever since Ella was a baby and we were trying to get her to eat solid foods, its taken videos to get her to focus on that and open her mouth. It's always been Elmo -- he is her favorite. When the opportunity came through, I said, 'absolutely I would love to do it as long as I can bring [wife] Ingrid and Ella with me.' They were like, 'of course.' So that was a very, very cool experience. Plus they tied it to NASCAR so I think that was something."

Oddly enough, Gordon said the producers thought he was retired.

Exhausted at a Tony Stewart appearance, although still sporting the No. 14 gear.

"They made me a commentator and when I got there they said, 'now you're retired right?' I said no. I was like is that why you wrote me into the script as a commentator? I don't know but it was still a lot of fun and turned out great."

NASCAR's stars are aging, meaning more and more are starting families, making them ideal spokesmen for parents and their young ones.

Still, the young drivers are proving to be just as useful for attracting the sport's youth vote. At a recent appearance, Joey Logano (who turned 19 last week) signed autographs for hundreds of fans and at least 25 percent of the demographic were boys under the age of 10.

On a side note, Logano also pulls his fair share of teenage girls, which should be making Kasey Kahne, who turns 30 next year, slightly nervous.

All in all, attracting younger fans can only help the sport as the parents of those youngsters are the ones with the buying power and ability to tune into the races every weekend.

Here's hoping the sport can still maintain its somewhat homespun and family-friendly image for years to come.

Kids: NASCAR.COM Superstore

The opinions expressed are solely those of the writer.