The Simpsons Store Launches in China

BEIJING: The world’s first-ever store based on the long-running animated hit The Simpsons has opened in Beijing’s Taikooli Sanlitun shopping center.

Offering more than 125 specially curated items, The Simpsons store features never-before-available branded apparel, bags, head gear and accessories. Customers enter through a Bart Simpson silhouette; in the middle of the store, there is a customized art installation. The dressing rooms have a minimalist color block breakdown of the characters, which are brought to life by the execution of lighting elements. The overall decorative design details the characters’ features and layers the store area into distinguished sections, each of which showcases a specialty merchandise range.

Jeffrey Godsick, the president of 20th Century Fox Consumer Products, stated: “We are delighted with the rapidly growing enthusiasm for The Simpsons brand across the Asia-Pacific region. No matter the customer—a family, a high-end shopper or a fashionista—The Simpsons store in Beijing offers that unique consumer engagement with one of the world’s most celebrated properties. The development of this one-of-a-kind retail environment has been a true collaborative effort between 20th Century Fox Consumer Products, Her-Chain and Gracie Films [Production]; we look forward to launching future stores for The Simpsons together.”

Yoyo You, the general manager of Her-Chain, added: “The Simpsons store will offer a diversified range of smart designed products. The store possesses the fully-owned licensing rights to co-produce all ranges of products. It is targeted to meet the intense and popular demands among consumers and The Simpsons’ fans. The Simpsons store will continue to provide the infinite surprises and fashionable merchandise iconic to the brand.”