±±¾©Èü³µpk10

Twentieth Century Fox has struck an exclusive deal with Woolworths,

the UK’s leading confectioner, to produce a range of Simpsons-branded

sweets and chocolates.

The licensing and merchandising division of the entertainment giant is

entering the food category to capitalise on the famous eating habits of

The Simpsons characters.

The range, which launches next month, includes chocolate bars, jellies

and lollypops. It will be marketed to women, the main purchasers of

confectionery, as well as children.

The Woolworths deal will last a year before being extended to other

retailers.

Fox is also working on a broader range of food products for adults.

These are likely to include doughnuts, one of Homer Simpson’s favourite

snack foods, along with pizzas and yoghurts.

The news follows an announcement last month that the brand was being

extended to soft drinks (Marketing, February 25).

The deals effectively mark the end of the traditional promotional

activity between the cult cartoon and leisure brands such as Burger

King, as Fox takes a different approach to its licensing.

’Although tie-ups with well-known brands have been very successful,

we’re not going to run promotions this year. Producing our own ranges

allows us to give the brand ongoing rather than intermittent support,’

said Carl Lumbard, European marketing manager, Twentieth Century Fox

licensing and merchandising.

A Mintel report last September on character merchandised food and drink

found that 70% of children in a sample of 1000 ranked The Simpsons as

their favourite cartoon characters. Wallace & Gromit were the second

most popular, and scored 40%.

In a separate move, The Simpsons characters are to appear on designer

clothing, following a deal with international brand, Iceberg.

Limited-edition Simpsons sweaters will retail in Iceberg boutiques at up

to pounds 400 an item.