The Simpsons store has opened in Beijing, featuring merchandise bearing characters from the American adult cartoon series.
In Taikoo Li Sanlitun, it is the first-ever store inspired by the fictional family globally, and features more than 125 curated items as well as never-before-available apparel, bags, headwear and accessories.
Shoppers enter the store through a Bart Simpson silhouette, and central to the retail space is a customised art installation, while the changing rooms feature a minimalist breakdown of the cartoon’s characters. A series of zones in the store present different specialty merchandise.
“No matter the customer – a family, a high-end shopper or a fashionista – The Simpsons store in Beijing offers unique consumer engagement with one of the world’s most-celebrated properties,” says 20th Century Fox Consumer Products president Jeffrey Godsick.
“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.”
“The store has fully owned licensing rights to co-produce all ranges of products,” says Her-Chain GM Yoyo You.
Reflecting its mid- to high-range portfolio of merchandise, the store is within a fashionable shopping centre alongside high-end international retailers, art galleries, theatres, restaurants and a boutique hotel.
The longest-running scripted show in television history, The Simpsons became a cultural phenomenon in 1990. Now in its 27th season, it has won 32 Emmy Awards, 33 Annie Awards, a 2015 People’s Choice Award and was the first animated series to win a Peabody Award.
The Simpsons is a Gracie Films production in association with 20th Century Fox Television.
Her-Chain Clothing is a multi-brand enterprise with independent retailer brands across fashion, sports, lifestyle and leisure.