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'Simpsons' Sees Success in Toy Aisle

'Simpsons' Sees Success in Toy Aisle
Fox Consumer Products EMEA is celebrating the growth of “The Simpsons” toy business with new and returning partners as the show enters its 27th season.

Anchored by LEGO minifigures, the long-running TV series grows its toy program.

Twentieth Century Fox Consumer Products EMEA is celebrating the growth of “The Simpsons” toy business, bolstered by the brand's partnership with LEGO, with new and returning partners as the show enters its 27th season.

"The Simpsons" minifigures from LEGO continue to generate impressive sales figures. In July, the minifigures ranked No. 2 in unit sales for the U.K. toy market, according to the NPD Group. "The Simpsons" House and minifigures series first hit shelves in January and May 2014, followed by the launch of the Kwik-E-Mart and a second series of minifigures in May 2015. The partnership was further expanded this September with the launch of the "LEGO Dimensions" video game featuring "The Simpsons" level pack with Bart and Homer Simpson.

In July, master toy partner, Australian company Headstart, launched a comprehensive toy line for "The Simpsons" featuring characters from Springfield including single packs of eight individual characters, a family pack, 6-inch talking figures and plush toys of Homer and Bart.

Character Options has signed on as the U.K. distributor for the Headstart toy line with retail support from Amazon, Argos, The Entertainer, John Lewis and Smyths Toys. Meanwhile, Simba Dickie, Lansay, Cosmic Group and Top Toy will be distributing the range in Europe. 

Additional new toy partners being welcomed to "The Simpsons" licensing program include Gipsy for plush, State Bicycle Company for branded bikes and Jumbo Games for "The Simpsons" games and puzzles across Pan-Europe.

“Strategic distribution partnerships like these will enable us to accelerate the retail reach of 'The Simpsons' toy range in key markets and will help to ensure that the halo effect created by the success of 'The Simpsons' partnership with LEGO,” says Sandra Vauthier-Cellier, senior vice president EMEA, Twentieth Century Fox Consumer Products. “LEGO’s creativity and commitment to product development across all price points has reignited the interest of the toy industry in 'The Simpsons' and is ensuring that the brand is a talking point in playgrounds everywhere.” 

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