Simpsons eyes new retail categories

Licensed portfolio for smash hit Fox brand set to develop even further in 2008.
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With the DVD of The Simpsons Movie due in the UK in time for Christmas, 20th Century Fox is planning to crank up the licensing programme for the classic property even further.

2007 has already seen the airing of the 400th episode, the movie and the announcement of new theme park rides in the US. The movie grossed in excess of $500m worldwide and took £13.6m during the opening week in the UK.

The licensing programme for The Simpsons is continuing to develop and break into new territories, too. The consumer electronics category has been a major focus for Fox. As well as the video game from Electronic Arts, there have also been new product launches from Siemssen Electronics (electronics), A4T (video game accessories) and Wesco (USB line).

A further new category for The Simpsons is sun care, with own label sun care manufacturer Mercona signing a pan-European deal for sun care products, launching in spring 2008. This is the first major licence that Mercona has taken.

Other new product highlights within The Simpsons range include Vimto soft drinks, fresh organic pasta, mini cheddar cheeses, Bon Bon Buddies for biscuits, indoor furniture from Martin Yaffe, various toy and gift lines, plus skates, scooters, dartboards and beach and snow toys amongst others.

Spreading the brand even further, a financial services deal has been completed for Europe only, including pre-paid branded bank cards and personalised branded credit/debit cards.

Germany will be the first territory to get The Simpsons Movie on DVD in November, followed by UK, Spain, Scandinavia and Belgium (December), Netherlands and Italy (January) and France (February).

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