Rochester, Minnesota – A local toy, Skeletron, has unexpectedly transitioned from playtime to teh professional racing circuit, adorning a NASCAR racer in a unique sponsorship deal. The brightly colored, skeletal-themed toy, a familiar sight on Rochester shelves, is now prominently featured on the No. 51 Chevrolet driven by Cody ware in the NASCAR Cup series.
The partnership, announced this week, represents a meaningful marketing opportunity for Skeletron’s manufacturer and a novel approach to sponsorship within NASCAR. While toy companies frequently enough sponsor racers, the direct branding of a specific, locally-rooted toy line is unusual. The move aims to increase Skeletron’s visibility nationwide and connect with a broader audience beyond its regional base. The No. 51 Chevrolet debuted with the Skeletron paint scheme at the Talladega Superspeedway on September 29, 2024.
Jeff Kiger, a local business writer for the Post Bulletin, reported on the unexpected collaboration. He noted the unusual nature of the sponsorship, highlighting the toy’s origins in Rochester and its leap to national prominence. Kiger has covered rochester businesses, including Mayo Clinic, IBM, Hormel Foods, and crenlo, as joining the Post Bulletin in 1999.
Skeletron’s appearance on the NASCAR track is part of a larger trend of brands seeking innovative ways to reach consumers through sports sponsorships.The partnership was facilitated by a connection between Rick Ware Racing and a representative of the toy’s manufacturer. Details of the financial agreement were not disclosed. Fans can follow Kiger’s reporting on local business developments at jkiger@postbulletin.com or on Twitter at @WheresKiger.