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Twentieth Century Fox L&M has signed an international deal with new partner Easepal Enterprises Ltd for a range of The Simpsons car accessories. The agreement covers a wide range of products from seat covers and sunshades, to car cooler bags and air fresheners, all of which are scheduled to launch at retail summer 2010.
Easepal has developed four distinct ranges based on iconic characters from the show. The ‘Homer Donut King’ and ‘Bart Football’ product lines will be first to launch, targeting the loyal male fan base and will be available in the new-look Simpsons packaging.
For female fans of the show, Easepal will launch a car accessories range using the “Ladies of Springfield” sub brand. The products feature Springfield’s domestic goddess Marge Simpson with her own ‘Turn that Frown Upside Down’ line, alongside Edna Krabappel’s ‘Divorced Eligible and Bitter’ line – fun, humorous accessories to brighten any car journey. |
With headquarters in China, Easepal is a leading manufacturer and exporter of car accessories as well as camping equipment and homewares. “As a leading manufacturer and distributor of car accessories, we wanted to partner with a brand that has strong international profile and appeal. The Simpsons delivers on both and represents a fantastic opportunity for us,” commented Simon M. Lee, Licensing Manager for Easepal.
“As a vertically integrated company, Easepal are uniquely placed to deliver such a varied selection of products, and most importantly have true international reach at retail, with strong distribution into specialist and mass market channels around the world,” commented Carl Lumbard, SVP and MD 20th Century Fox L&M Europe. |
