Racing promos rev up interest in a Muppets TV revamp

As part of a year-long 25th anniversary celebration that will ultimately serve to build awareness for a new Muppets prime-time series that’s set to debut on Fox in early 2003, The Jim Henson Company is taking its classic characters to the races. Fifteen different cars and drivers competing in the NASCAR, NTHRA and World of Outlaws series this summer will sport images of Muppet faves including Kermit, Animal and Gonzo. Henson’s partner, Action Performance Companies, has also created a line of die-cast collectible cars that will be sold track-side, on QVC and at mass outlets.

In other Muppet news, Henson and General Mills are working on a summer 2002 promotion for which DVD samplers of a new Kermit: Swamp Years DTV release will be given away in cereal boxes.

Dexter’s gets a spring boost with Air Heads and Subway

Brewing some buzz for Dexter’s Laboratory, Cartoon Network has partnered with Perfitte Van Melle’s Air Heads candy brand for a sweet spring sweepstakes. Cardboard replicas of Dexter’s black-frame nerd glasses will be distributed in six million variety packs of the taffy candy through to the end of May.

In April, on-air tags will encourage kids to help Dexter find his missing Air Bot invention by playing a web game at www.cartoonnetwork.com. Players can also enter to win a grand prize walking, talking, kid-size robot, with Dexter’s Game Boy titles as secondary prizes.

Subway is supporting with a Kid Pak meal deal for four character-based premiums running until May 19.