The series is being produced by Saban Entertainment, working with Nascar, and is slated to air on the Fox Kids Network during the 1999-2000 TV season.
Hasbro will market products in a range of categories, including action figures, vehicles, play sets, games, puzzles and youth electronics.
A number of other companies also market Nascar-licensed toys, including Action Performance Cos., Mattel and Racing Champions. Most of those toys are based on actual race cars and require a separate license with the driver or racing team.
The as-yet-unnamed TV show is an adventure involving fictitious Nascar heroes and vehicles that are sci-fi inspired.
"The show is a new, wholly original Nascar-branded entertainment that while based in reality is total fantasy," said Elie Dekel, exec VP-Fox Family Worldwide, adding that Fox's interest in a Nascar-theme show stems from the soaring popularity of the sport.
Saban is managing the licensing business and is partnering with Nascar on building the promotional program and marketing strategy of the property. Licensing revenues will be split between Saban and Nascar.
Nascar's goal with the series is to build its brand among kids, an under-developed market for Nascar.