The Simpsons store on roll in China

Following the success of the first-ever The Simpsons store in Taikooli Sanlitun, Beijing, more outlets are to be rolled out in China.

Three will open this year – at Shanghai’s Grand Gateway 66, at Xi An Wu Huan Department Store in Xian, and at Joy City in Beijing, 20th Century Fox Consumer Products and HerChain Clothing Company have announced.

The stores will feature more than 125 specially curated items related to The Simpsons animated television series.

“The new locations – in high-traffic city centres and department stores – position The Simpsons store to attract a wide and diverse composition of consumers,” says 20th Century Fox Consumer Products VP for worldwide brand marketing, strategy and partnerships, Peter Leeb.

The Simpsons is the longest-running scripted show in US television history, launching in 1990 and now in its 28th season.