As the franchise heads into its third decade, Fox L&M Europe is introducing a new umbrella sub-brand to its Simpsons licensing programme called the Ladies of Springfield.
The initiative has been created to take advantage of the popularity of The Simpsons with females of all ages. Product ranges will feature three heroines – Lisa, Marge and Maggie – as well as other key female characters from the show such as Patty, Selma and Edna Crabappel.
Product will begin to appear from spring/summer 2009, with phase two of the campaign rolling out in autumn/winter of the same year.
Products featuring Lisa will include apparel, bedding and stationery, with retail support including exclusive character art and POS to drive cross-category merchandising. Nightwear, homeware and gifting items will include images of Marge, with POS support to launch around Mother’s Day. Maggie product, meanwhile, will include retro t-shirts. Phase two will include Christmas gifting and toiletries.
The Simpsons programme overall has also been given a boost, with recent new deals signed across Europe covering a wide variety of licensing categories such as a sixth sticker album collection from Panini, boys and girls bikes from Tradewinds, lunchbags and drinkware from DNC and adult dress up from Cesar.