'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.

April 6, 2018

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.

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.”