It may be 20 years old, but The Simpsons brand is still bagging the high profile partnerships, with Fox Licensing and Merchandising today revealing a deal with car giant Renault.
The Simpsons characters - featured in real-life settings - will be used to promote the launch of the new 2008 Renault Kangoo later this month.
The multi-territory deal spans 29 countries, principally across Europe. The Simpsons family will feature in ads for TV and the internet, as well as outdoor and print advertising.
In addition, The Simpsons will be included in every aspect of the marketing campaign - from direct mail to customer loyalty kits, showroom decorations to giveaway materials, as well as having its own micro-site.
"This promotional partnership is a significant milestone for Fox Licensing and we are delighted to be involved with Renault on this exciting project," said Carl Lumbard, SVP and MD of Fox L&M Europe.
"After 20 years in the limelight, it is testament to the strength and continuing relevance of the brand, as well as to our strategic planning, that we can still create new and innovative licensing campaigns with The Simpsons."