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Fox Consumer Products extends Avatar and Simpsons franchises

Hot on the heels of its major restructuring, Fox Consumer Products has revealed expanded franchise strategies for The Simpsons and Avatar properties.
June 9, 2010

Hot on the heels of its major restructuring, Fox Consumer Products has revealed expanded franchise strategies for The Simpsons and Avatar properties.

The division is positioned to harness the widespread success of the Avatar merch program into a long-term consumer engagement strategy that will include all-new merchandising partners in key categories.

During its initial release, Avatarwas supported by a Fox Consumer Products’ program of 125 licensed products across four major categories, including toys, apparel, publishing and video games.

This fall, Fox will introduce new back-to-school, Halloween and holiday, costume, board games, bedding and social expressions categories. Additional partners include Rubie’s, Mega Brands, JLA Home, Trends International and Abrams.

Fox Consumer Products is also working with Lightstorm Entertainment and Twentieth Century Fox Studios to exploit various social media sites and www.avatarmovie.com to develop an ongoing community.

On The Simpsons side, Fox is extending the international merchandising program in the UK, Ireland and France.

A major retail exclusive with Tesco supermarkets recently brought a line of Simpsons Fromage Frais from MLC to stores across the UK. Also in the UK and Ireland, Paul Lamond Games will be releasing a line of kids jigsaw puzzles. Internationally, a deal for car accessories with Easepal Enterprises will create items for both The Simpsons and the newly-introduced Ladies of Springfield line (which focuses on branded products based on Marge, Lisa and Maggie). Sahinler France has also developed outerwear and essentials based on the line. Also in France, MGM/WSL, a leading manufacturer of semi-professional guitars, will introduce Simpsons-branded acoustic and electric guitars with accessories.

About The Author
Wendy is Kidscreen’s Associate Editor. When she’s not sourcing material for the brand's daily email newsletter, she’s researching, writing and connecting with others about the newest trends in digital media. Contact Wendy at wgoldman@brunico.com.

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