Twentieth Century Fox L&M launches new mass Brand packaging look for the Simpsons

BRANDORA Editorial Staff - April 2010

“The Stars of Springfield receive a make over”
Bold graphics and character focus create impactful designs for retail stand out

Twentieth Century Fox L&M has launched a new mass brand look for The Simpsons licensing programme. Rolled out on an international basis, the style guide introduces a bolder graphic direction for product packaging together with a stronger focus on the main family characters – Homer, Marge, Bart, Lisa and Maggie.

Designed to maximise shelf stand out and enhance consumer appeal, the new design features a reworked The Simpsons logo incorporating a cloud, which links back visually to the show’s opening credits. The resulting new look packaging will be introduced at retail from Autumn/Winter 2010 onwards across the UK and Europe.

“The new mass brand look for The Simpsons will make a striking and impactful statement in store” commented Carl Lumbard, SVP and MD 20th Century Fox L&M Europe. “Appealing to adults and children alike, the fresh, contemporary design reflects the brand’s innovation and its continued modern-day relevance.”

The longest-running primetime sitcom in television history, The Simpsons continues to deliver consistently high ratings and viewership on both Channel 4 and Sky1, with UK TV broadcasting secured until at least 2018. This key brand strength is mirrored across all European countries.

In the UK, The Simpsons airs twice daily weekdays and Sundays on Channel 4 averaging 2 million viewers per episode. The show regularly ranks #1 programme of the day and #1 in its time period with Adults 16-34. Among Kids 4-15 The Simpsons ranks #1 in its time period, beating all competition in the demographic.

On Sky 1, The Simpsons has consistently aired in the 7pm weekday time slot for over a decade and is the #1 satellite program in its time period with Kids 4-15, beating terrestrial channels 4 and Five*.