Fox grows apparel programmes at MAGIC

Firm reveals strategies for The Simpsons and Sons of Anarchy during Las Vegas show.
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20th Century Fox has unveiled new apparel strategies for two of its TV brands at this week's MAGIC Marketplace in Las Vegas.

To celebrate the 500th episode of The Simpsons, Fox Consumer Products is developing a year-long programme which will include specially tailored brand initiatives to appeal to the franchise's wide fan base.

The 'I Heart Maggie' line is aimed at female teens and tweens and will feature apparel and accessories. The launch will be timed to coincide with Valentine's Day and the 500th episode.

For women, Ladies of Springfield will kick off with a high-end fashion programme, as well as a Best. Mom. Ever themed drive for all channels.

For boys, Bart Sports will concentrate on surf and skate programmes, while for men there will be Who's Your Daddy and Duff Beer themes. Finally, a range of products is also being developed around Team Simpsons.

Moving on, and Changes is at the core of the programme for FX series, Sons of Anarchy. The firm will develop a range of apparel and accessories including t-shirts, sweatshirts, tank tops, jackets, belts and wallets.

Expanding on this, FCP has added Hypnotic (headwear), Calhoun Sportswear (boardshorts, beach towels, flip flops and sunglasses), Briefly Stated (boxer shorts/loungewear) and Rabbit Tanaka (mirrors, lamps, mugs and dartboards).

"This is going to be an exciting year in the apparel category as we start forging into unexplored territory for our brands," explained Robert Marick, EVP of FCP.

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