Fox expands The Simpsons licensing programme

The yellow family leads blue chip advertising campaigns and expands merchandising in UK, Ireland and France.
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After more than 400 licensees and worldwide retail sales topping $8 billion, there is no end in sight for the property of all-time as Twentieth Century Fox Consumer Products continues to discover new territories for the brand.

In 2010, the division cemented The Simpsons as an ambassador for worldwide advertising and promotional campaigns. Recent partnerships with Coca-Cola and Nike will be built on while extending merchandising programmes both at home and abroad.

“The Simpsons is a widely recognizable global brand that has a certain caché and appeal to an extremely large fan base. This certainly makes the property an attractive partner to many of the world’s biggest brands,” said Robert Marick, EVP of Fox Consumer Products.

“Our aim is to find quality brand extensions and merchandise that make sense for The Simpsons and also fits the sensibilities of fans.”

In terms of merchandising, a major retail exclusive with Tesco supermarkets recently brought a line of Simpsons Fromage Frais from MLC to stores across the UK.

Also in the UK and Ireland, Paul Lamond Games will be releasing a line of kids jigsaw puzzles. Internationally, a deal for car accessories with Easepal Enterprises will create items for both The Simpsons and the newly-introduced Ladies of Springfield line (which focuses on branded products based on Marge, Lisa and Maggie).

Sahinler France has also developed outerwear and essentials based on the line. Also in France, MGM/WSL, a leading manufacturer of semi-professional guitars, will introduce Simpsons branded acoustic and electric guitars with branded accessories including guitar straps, guitar covers and plectrums.

Fox Consumer Products has also completely refreshed its style guide and packaging look to provide fresh and creative new approaches to the brand, and future ongoing updates are planned to include specific themes, target demos and seasonal events.


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