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Fox’s trade-show marketing savvy makes MAGIC

Standing out in a crowd, especially a crowd comprised of 'been there, done that' trade show vets, isn't easy. And while Fox Licensing & Merchandising classic The Simpsons isn't strictly speaking just for kids, we though the licensor's approach to making a splash at this past MAGIC in Las Vegas (February 13 to 15) was worth noting. Talk about using the town's, um, considerable assets to generate buzz.
March 2, 2007

Standing out in a crowd, especially a crowd comprised of ‘been there, done that’ trade show vets, isn’t easy. And while Fox Licensing & Merchandising classic The Simpsons isn’t strictly speaking just for kids, we though the licensor’s approach to making a splash at this past MAGIC in Las Vegas (February 13 to 15) was worth noting. Talk about using the town’s, um, considerable assets to generate buzz.

Homer teamed up with an entourage of six rhinestone-bedecked showgirls to give away one of his favorite foods, frosted donuts, and pose for pictures at the Fox booth. Meanwhile, 128 Simpsons-branded taxi cabs hit the strip for the duration of the show and three shuttle buses wrapped from front to back with an image of Homer shouting, ‘Woo hoo…Vegas!’ ferried show attendees to and from the apparel show taking place at the Las Vegas Convention Center – no doubt turning heads all over town. Fox, however, did draw the line at putting Homer in a headdress and bedazzled tights.

About The Author
Lana Castleman is the Editor & Content Director of Kidscreen and oversees all content for Kidscreen magazine, kidscreen.com and related kidscreen events. lcastleman@brunico.com

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