BLE 2010: Surge of Simpsons deals signed

New multiple partnerships for the iconic brand, from food to nightwear
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Twentieth Century Fox Consumer Products is at Brand Licensing Europe the week to announce new product partnerships for its multi-billion-dollar seminal comedy franchise The Simpsons.

Among the extraordinary number of licensing deals, high street retailer New Look will retail boys t-shirts made by Blues Clothing, while Primark will stock children’s underwear supplied by Somerbond.

Retailer Next will continue the Ladies of Springfield nightwear range, supplied by Aykroyds, and will extend the selection to include footwear from Brand International.

Halsall Toys International, meanwhile, will launch a range of pocket money toys for 2011, and new partner Robert Frederick will be bringing branded storage boxes and adult stationery to market.

Licensee DNC will extend its Back To School offering beyond lunchboxes, in a new partnership with Fox and a new stationery partner.

And a new licensee, Dairy Partners, will continue to test the brand’s strength in the food market. Licensed Simpsons Cheese Swirlers are inbound, and yoghurt tubes and pouches will be available from Maitres Laitiers Du Contentin.

Long-term partner Ferrero is also currently running a high profile Back to School Kinder Surprise promotion in Italy, Spain and Portugal.

“It is testament to the strength of the property that almost two decades since the launch of the first Simpsons licensed products we’re still attracting new partners to the brand,” said Fox Consumer Products MD Carl Lumbard.

“Our continual investment in new creative, couple with our balanced and market focused brand strategy keeps The Simpsons fresh and as relevant to consumers as it was when the show premiered back in 1990.

“A true flagship property, we look forward to nurturing and carefully managing The Simpsons brand for many more years to come.”


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