Poll reveals Fox property is top brand of the last ten years; Harry Potter and Dr Who also named.
The Simpsons has come out on top in a straw poll of leading licensing executives by Licensing.biz to find the licence of the last decade.
The 20th Century Fox brand was described as a "true evergreen", "a phenomenon" and "a brand which manages to stay fresh while never changing its traditional format".
The Simpsons was very closely followed by Warner Bros' Harry Potter, which was described as changing the literary and licensing landscape beyond recognition.
Other brands named included Dr Who, Teletubbies and Star Wars.
Execs were also asked to name the property they thought would make a significant impact in the coming ten years. The London 2012 Olympic Games was highlighted by a number of respondents as one to watch.
To read the full feature and see which other brands were named in both categories, click here.