Leg-d’oh! Toymaker looks to make Simpsons deal

Lego in talks with 20th Century Fox Television to create products based on one of the most successful TV shows in history

Mar 7, 2013

Lego is close to making a deal to licence Simpsons-branded toys, Børsen financial daily reports.

According to Børsen, Lego is in talks with 20th Century Fox Television, the company behind 'The Simpsons', which is now in its 24th season, making it the longest-running TV show of all time.

Mads Nipper, Lego's marketing director, confirmed to Børsen that Lego was "in concrete discussions" with Fox, but did not give any concrete details. He did, however, make it clear that Lego was very interested in the deal.

"'The Simpsons' has a cult status both among children and adults and that is a clear advantage [for Lego]," Mads Nipper, Lego's marketing director, told Børsen. "An eight-year-old boy just thinks that 'The Simpsons' is fun, while his mom, and in particular his dad, thinks it is howlingly funny."

Lego didn't divulge its plans for Simpsons-themed products, but Børsen's sources said that the earliest that Lego versions of Homer, Marge, Bart, Lisa and Maggie would hit the market would be 2014.

Lego has already had enormous success with toys themed around popular movies, particularly with its 'Star Wars' line. Its 'Star Wars', 'Batman', 'Harry Potter' and 'Lord of the Rings' lines of toys have also been turned into video games, a strategy one would imagine the Danish toymaker would try to repeat with 'The Simpsons'.

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