FCP Expands Merchandise Presence With New Partners and New Product categories To Target Each Audience Demographic

Twentieth Century Fox Consumer Products (FCP) is proud to announce new brand initiatives and a range of new partners for The Simpsons licensing programme as the show celebrates its landmark 500th episode in 2012. Recently voted one of the top 5 favourite brands by UK children in Kids Brand Index 2011, The Simpsons continues to remain one of the most visible and marketable properties around the globe. To capitalize on the iconic franchise and its mass consumer appeal across all ages and demographics, FCP is implementing a year-long celebratory programme featuring tailored brand initiatives designed to appeal to specific audience demographics, cementing The Simpsons as a lifestyle brand. The 500th Episode of The Simpsons debuts in 2012 and will serve as the launch event for several programme initiatives namely: “Duff Beer” for the ultimate male fan, “Team Simpsons” for the sports fanatics, “I Heart Maggie” for tween and teen girls, and “Ladies of Springfield” for women of all ages.

In the toy category, Ravensburger has recently extended their UK deal for branded puzzles to include Europe. Halsall – a Simpson’s licensee since 2002 – is renewing its license for pocket-money toys that will be on sale from 2012 in Tesco and Asda. New UK partner Sambro has recently signed a deal for a range of water toys and mini table top games, while Paul Lamond has renewed its adult puzzle deal and will now be developing the children’s puzzle category for the UK. In addition Rubies has recently signed a European deal for Simpson’s range of adult dress up.

New to The Simpsons UK licensing programme this year is Hallmark, which is developing a range of Simpsons-branded greeting cards and gift wrap to launch across all retail channels. In the publishing category, Panini, a long-term Simpsons partner for FCP, is now working on its sixth sticker album to launch worldwide in 2012.

With respect to apparel, European fashion retailer United Colors of Benetton is a new addition to The Simpsons programme and will launch a wide range of outerwear for boys and men during this autumn/winter season, with girls’ apparel to follow in 2012. In Poland, LPP, one of the country’s largest high-street fashion retailers, has signed a deal to launch a T-shirt collection for men and women across 340 stores. The range will launch this autumn/winter and is the first major direct-to-retail-apparel deal for the brand in Poland.

A new partner to The Simpsons programme is SERT-MST, a UK-based toiletries distributor, which is developing a range of products for the franchise, including toiletry gift sets targeting boys and adult male fans of the show. These will launch at retail to coincide with the show’s record breaking 500th episode.

New for 2011 is a worldwide promotion with Burger King that offers 10 “Treehouse-of-Horror” themed collectible premiums at participating restaurants, just in time for the annual Halloween-themed special this Autumn. The campaign will be supported by TV advertising, in-store POS and an extensive marketing campaign, including online efforts through Club BK.

“It’s a really exciting time for The Simpsons and our brand initiatives will begin to permeate our merchandising programme next year, creating a deeper character affinity for our consumers and delivering relevant global themes that will hit all of the brand’s core demographics,” Carl Lumbard, Senior Vice President and Managing Director, EMEA for Fox Consumer Products. “Additionally, our brand initiatives have already sparked great interest from new licensees in new territories as we continue to expand the brand’s presence across the region.”