It may be 20 years old, but The Simpsons remains one of the most groundbreaking and innovative entertainment franchises in the world.

A few quick facts: it has won 108 awards including 24 Emmys; it holds the Guinness Book of World Records titles for Longest Running Primetime Animated TV Series and Most Guest Stars Featured in a TV Series; Homer’s ‘D’oh!’ catchphrase is an official word in the Oxford English Dictionary; The Simpsons Movie has grossed over $527 million worldwide; in the UK, broadcast has been secured until at least 2018; meanwhile, in Europe, The Simpsons is a top performing show for key TV partners including Antena 3 (Spain), Italia 1 (Italy), Pro7 (Germany), W9 and Canal+ (France) and Network 10 (Australia).

With popularity for The Simpsons showing no signs of abating, and a healthy licensing and merchandising programme for the main brand, Fox launched the Ladies of Springfield brand at Brand Licensing Europe in 2008.

“The initiative was created due to the proven and researched popularity of The Simpsons amongst females of all ages,” explains Jennifer Buchanan, director of European licensing at Fox L&M. “The audience profile of the series shows an almost equal balance of males and females. Fox L&M identified an opportunity to harness the popular appeal of the show and target the female consumer by creating an umbrella brand that brings together the female characters with their own look and feel.”

A style guide was developed featuring Lisa, Marge and Maggie – as well as the other key female characters such as Patty and Selma – with product launching a year later.

“Fox has worked closely with licensees to drive the Ladies of Springfield initiative and with their ongoing support we have seen the programme steadily grow across the UK and Europe,” Buchanan continues. “We launched apparel into retail for autumn/winter 2009. This first wave of the brand initiative took us into tween fashion along with support in nightwear. Key retail partners were Bershka, Primark, Bhs, Tesco, George and Next.
 “Bridging the gap between fashion and sport, a range of female specialist cycling shirts were launched in Evans Cycles.”

The programme will continue to roll out into stationery, soft furnishings and housewares. In 2011, Buchanan says that Fox is aiming to make Marge the ambassador for Mother’s Day – as Homer has become for Father’s Day – as well as driving opportunities for seasonal event POS for Mother’s Day, Valentines and Christmas.

The strength of the main character’s personalities, their individual look and imagery are the main drivers of the LOS licensing programme. Marge, for example, is being positioned as a domestic goddess who keeps the family together, with product being targeted at over 18s. Lisa, meanwhile, is ‘Princess Prodigy” aimed at six to nine year-olds, tween/teens and adults, while Maggie has cute appeal and is aimed at the same demographics as Lisa.

Buchanan adds: “Maggie and Lisa both work well on apparel and accessories. Marge is ideal for Mother’s Day opportunities for gift, homewares and social expressions. In addition, Marge’s recent appearance on the cover of Playboy is not only testament to the brand [it was the first time an animated character has been featured on the front cover], but a big statement for Marge herself. Not only is she a domestic goddess, but she’s a Playboy pin up. From all accounts we are in the age of the ‘cougar’ and Patty and Selman who “Will Marry for Money” are perfect for humorous product applications to capture this current social trend.”

This year will see the LOS programme roll out strategically across stationery, bags and homewares, with other categories to follow. International Greetings is due to launch new back to school lines, DNC will have lunch bags and drinkware ranges available from spring, while Character World has developed Maggie duvet sets.

Moving on, and Fox L&M is looking to sign new partners in creative play, housewares and gift, as well as developing the healthcare, beauty and jewellery sectors. There will also be a strong focus on Marge for Mother’s Day in 2011.

“The continued TV support and worldwide recognition of The Simpsons characters is a firm foundation from which to grow the LOS in terms of new product categories, style guides and breadth of appeal and market,” says Buchanan. “Marge, Lisa and Maggie have the potential to be as popular as Homer and Bart, creating a fun male-female brand offering.”

So, where does Buchanan see the Ladies of Springfield in five years time? “Lisa and Maggie will be firmly established as leading girl characters from teens and tweens across key market categories such as toys, electronic, gifting and apparel, while Marge inspired gifting, homewares and greetings ranges will be firm favourites at retail for Valentine’s Day and Mother’s Day. Licensing opportunities for secondary characters Patty, Selma and Edna will also have been developed.”