Simp­sons stores com­ing soon

China Daily (Canada) - - LIFE - ByWANG YING in Shang­hai wang_y­ing@chi­nadaily.com.cn

Flag­ship stores of the Simp­sons, the first global out­lets of the United States an­i­mated sit­com, are sched­uled to open in Bei­jing and Shang­hai in the first half of this year.

“This year will be an im­por­tant one for us as we are open­ing the first Simp­sons store along with our Chi­nese part­ners,” said Jef­frey God­sick, pres­i­dent of 20th Cen­tury Fox Con­sumer Prod­ucts.

The Bei­jing store will be the first bricks-and-mo­tar Simp­sons store in the world, and it will open in March in San­l­i­tun, a pop­u­lar fash­ion desti­na­tion in the cap­i­tal. The se­cond store will be launched in Shang­hai in June, ac­cord­ing to God­sick.

Though the ex­act lo­ca­tion for the Shang­hai store is yet to be an­nounced, it is ex­pected to be in a trendy and high traf­fic mall as the Bei­jing one. The two stores will be li­censed to sell the Simp­sons se­ries of prod­ucts, and those owned by its part­ners.

The de­ci­sion to launch themed stores for the 27-yearold tele­vi­sion show was based on its fa­mil­iar­ity among Chi­nese au­di­ences and the suc­cess of theSimp­son­sprod­ucts.

Fox launched Simp­sons’ prod­ucts by col­lab­o­rat­ing with fash­ion brands two and a half years ago. It started to team up with Chi­nese brands one and half years ago and de­cided to open phys­i­cal stores in­China last year to tap the grow­ing in­ter­est, de­mand among Chi­nese con­sumers.

God­sick said the prod­ucts re­leased in China were sold out very quickly, and there used to be a three-hour queue for peo­ple to en­ter the fash­ion brand store in Shang­hai that is go­ing to launch Simp­sons’ prod­ucts.

In­ter­na­tional movie and tele­vi­sion pro­duc­ers are show­ing grow­ing in­ter­est in the Chi­nese con­sumer prod­uct mar­ket. The Walt Dis­ney Co has cho­sen Shang­hai to open its first Dis­ney flag­ship store in the Chi­nese main­land. Boast­ing the world’s largest Dis­ney store, it was opened in Shang­hai’s Pudong New Area in May 2015, of­fer­ing more than 2,000 cat­e­gories of prod­ucts.

“China’s movie and tele­vi­sion in­dus­try will bring a lot of in­vest­ment op­por­tu­ni­ties for de­riv­a­tive prod­ucts sales,” Zeng Hong­shan, a pro­fes­sor from Zhong­nanUniver­sity of Eco­nom­ics and Law, was quoted as say­ing by China Eco­nomicHer­ald.

De­riv­a­tive prod­ucts of Star Wars have cre­ated about $30 bil­lion worth of busi­ness, and in 2013 and 2014 alone, it gen­er­ated Dis­ney about $4.6 bil­lion, the China Na­tional Ra­dio re­ported.

The Simp­sons’ stores will oc­cupy about 250 square me­ters and con­sumers can find about 200 prod­ucts in­clud­ing T-shirts, hats, jack­ets, pants, cell phone cases, life­style ac­ces­sories, sta­tionery, shoes, sneak­ers and socks in the trendy stores.

The prod­ucts will con­tinue to ex­pand and change ac­cord­ing to sea­sons, and be­tween 25 and 50 per­cent of the prod­ucts willbesol­dex­clu­sive­lythrough the stores in the fu­ture, said God­sick. He ex­pected to have 100 such Simp­sons’ stores in the fu­ture.

“We will con­tinue to de­sign in­di­vid­ual con­sumer prod­ucts for each of our movies and TV shows in China, and ul­ti­mately grow our brand as a com­pany,” he said.

China’s movie and tele­vi­sion in­dus­try will bring ... op­por­tu­ni­ties for de­riv­a­tive prod­ucts sales.”

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