David Lazer, Executive Who Joined the World of Muppets, Dies at 89

David Lazer, who as an IBM executive in the mid-1960s hired Jim Henson’s Muppets to star in a series of short films that injected laughs into sales meetings — and who a decade later joined Mr. Henson’s company as a producer — died on April 10 at his home in Vero Beach, Fla. He was 89.

His death, which had not been widely reported, was confirmed by Doyle Newberry, a manager of Mr. Lazer’s estate. He did not cite a cause.

“What David brought to the company was class,” Brian Henson, Mr. Henson’s son and the chairman of the Jim Henson Company, said in an interview. “Even my dad would say you couldn’t call Muppets Inc. classy. Up until then, it was a bunch of beatniks making weird stuff.”

In 1965, Mr. Lazer was making commercials and sales training films for IBM’s office products division and had learned the importance of keeping in-house audiences at the company interested during meetings. Intrigued by a reel of commercials and short films made by Mr. Henson, Mr. Lazer wanted to bring his “sense of humor and crazy nuttiness” to IBM, he told Brian Jay Jones for his book “Jim Henson: The Biography” (2013).

The star of Mr. Henson’s early films for IBM was Rowlf the Dog, who typed letters to his mother on a series of IBM manual and electric typewriters in which he described his new career as a salesman for the company. He promoted real products; he also plugged an electric guitar from IBM’s “Hippie Products Division” that, improbably, dispensed coffee.

In another short, an early version of Cookie Monster devoured a talking coffee machine.

“The idea is that if you can give people a good laugh, they’ll listen better,” Mr. Lazer told The Minneapolis Star Tribune in 1985.