Target Stores is taking advantage of the tremendous success of The Simpsons television series in Australia by offering a complete Simpsons line in all 115 stores down under, starting in September.
‘We’re working with Target buyers to develop a range of products targeting primarily boys eight to 16, and secondarily girls eight to 16,’ says Rosanna McCollough, executive director of marketing at Twentieth Century Fox Licensing and Merchandising. The line will be primarily focused on boys apparel and accessories, as well as gift and novelty items.
The Simpsons products will enjoy a dual location at some Target stores, McCollough notes. In 35 outlets, the merchandise will be featured both in a ‘center pod’ a middle-of-the-store site highlighting key products and promotions and within parent departments for each product category, where they will be showcased in the remaining 80 locations.
According to McCollough, Target makes a good deal of sense for the Australian promotion. ‘The Simpsons is hugely popular among households mothers, dads and kids,’ she says. ‘That’s why it’s appropriate to display product in a retailer that meets household needs for quality and value. Target’s strategy is to appeal to that family.’
McCollough expects the promotion to change and grow as the relationship between the retailer and studio develops. ‘We’re very excited about the possibility of rotating merchandise seasonally as appropriate, and expanding the product range. For instance, maybe down the road a broader apparel line will be introduced,’ she says.
The Simpsons enters its seventh season in Australia this fall.