Fox details efforts to transform The Simpsons into evergreen lifestyle brand

Fox has secured a swathe of partnerships to take the Springfield cast into new markets, including the pre-school sector.
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Fox Consumer Products is celebrating the continued success of The Simpsons as the iconic animated brand secures a raft of new deals through 2015.

In its efforts to transform The Simpsons into an evergreen lifestyle brand, Fox has secured a swathe of partnerships to take the Springfield cast into new markets, including the pre-school sector.

The first range of The Simpsons baby and nursery soft lines will make its debut at retail from 2016.

Elsewhere, Jumbo Games has secured a pan-European deal for games and puzzles launching from spring/summer 2016, while Pyramid International will roll out a selection of The Simpsons back-to-school stationery products.

Championed as the longest running TV series of all time, with around 150 million viewers tuning in each week, the mission to build The Simpsons as a leading lifestyle is well underway, thanks to several new fashion forward partnerships.

This summer saw The Simpsons team with Neff to deliver a 90s street style range of t-shirts, loungewear and accessories, inspired by Bart’s mischievous antics.

Fox also saw success with The Simpsons boyswear collection launch with Sainsbury’s earlier this year.

It is also making a splash in the womens’s fashion category thanks to contemporary fashion partnerships including a girlswear range with George at Asda, a range of day and nightwear for teen girls with Primark and a spring/summer 2015 womenswear collection in Zara.

The year’s fashion deals are rounded off with the recent collaboration with Skinnydip for a range featuring Krusty the Clown spanning phone cases, backpacks and travel accessories.

Sandra Vauthier-Cellier, SVP AMEA Fox Consumer Products, said: “The cross-generational appeal of The Simpsons and breadth of content gives us the ability to segment creative to target different audience sectors.

“This strategy enables us to add great depth, originality and innovation to licensed ranges that will engage all demographics and attract a range of top-class partners across EMEA.

“The Simpsons has the incredible power to reach all demographics an continues to form an important part of consumers’ daily life.

“As we look to 2016 and beyond, we’re committed to pushing boundaries even further and working closely with new and existing partners to continue offering fresh, contemporary and innovative product lines.”

As part of Fox Consumer Products’ plans to push The Simpsons brand to new heights for 2016 and beyond, two of its most iconic yellow characters descended upon this week’s BLE.

Bart and Homer Simpsons mingled with crowds at this year’s event before hosting their own, enticing passers by with a lip-smacking D’ohnut Hour.

Held at Twentieth Century Fox Consumer Products’ BLE stand, D’ohnut Hour treated visitors to a free doughnut, a vital element in the BLE survival guide.

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