Twentieth Century Fox Consumer Products EMEA is celebrating the growth of The Simpsons toy business as new partners, buoyed by the success of The Simpsons LEGO range.
Earlier this year, Australian toy partner Headstart launched a comprehensive toy line for The Simpsons, which featured fan favourite characters from Springfield including single packs of eight individual characters, a family pack, six inch talking figures and plush toys of Homer and Bart.
Global toy company Character Options is the UK distributor for the Headstart toy line, with retail support from Amazon, Argos, The Entertainer, John Lewis and Smyths Toys. European market leaders Simba Dickie, Lansay, Cosmic Group, and Top Toy will be distributing the range in Europe.
The Simpsons Minifigures from LEGO continue to generate strong sales and in July they were ranked ranked number two in NPD unit sales for the UK toy market.
Additional new toy partners being welcomed to The Simpsons licensing programme include Gipsy for plush, State Bicycle Company for high end branded bikes. Hitting shelves across the UK from summer 2016, Jumbo Games has also signed for a pan-European deal for The Simpsons games and puzzles.
“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,” commented Sandra Vauthier-Cellier, SVP 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.”