Now she is a proven seller in Nascar among the top 10 drivers per reports and #1 in reg NNS drivers, as some of them have little merchandise available. Even being new to Sprint Cup with the 10 car, that diecast of the regular 1/24 scale Godaddy Green 2012 car normally for $64.99 IS "sold out" at the Nascar store..Called and said it could be weeks before more are available do to demand. Course there are many others for much more $$$'s like the Chrome or Brushed metal etc but I prefer to buy the diecast closest resembling what she is actually driving. While ebay and amazon sellers have that car or say they do, I choose to stay away from those sellers.
Some teams/drivers have said in Indycar for sure it isnt/wasnt worth their trouble to market nerchandise as per the cost of making the products versus selling enough to pay for that cost. Danica has certainly proved it is worth the risk doing so and can be very profitable, not to mention fans love to have merchandise of their favorite driver and if there isnt any, they may find another driver who does have merchandise they can wear, display etc.
This racing world where popularity is key for sponsors etc, is all about promotion and marketing to get known to the GP and the rest will follow.