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THURSDAY, NOVEMBER 26, 2009
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5

D'oh! Danger Looms Over Simpsons Licensing Deals

With millions at stake, execs try to revitalize interest in show

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(Newser) – If Fox executives play their cards right, Bart Simpson may finally be able to tell Mickey Mouse and Bugs Bunny to eat his shorts. The team behind America’s favorite animated family is in a race to further capitalize on The Simpsons' international popularity through merchandising, USA Today reports. But “if the ratings go down, then licensing will decline,” warned one consultant.

The show, which has been renewed through 2011, averages just half the ratings it drew a decade ago, but remains popular. Consumers worldwide plunked down more than $750 million last year on merchandise, which will soon include museum tours and guitars. Creator Matt Groening says he has learned from past marketing blunders, and promises that the show’s quality remains his top priority.

The 44-cent stamps from
The 44-cent stamps from "The Simpsons" television show are displayed at a post office.   (AP Photo/Paul Sakuma)
Matt Groening, creator and executive producer of
Matt Groening, creator and executive producer of "The Simpsons," autographs a Simpsons-themed postage stamps.   (AP Photo/Damian Dovarganes)
The Simpsons pose for a family portrait.
The Simpsons pose for a family portrait.   (AP Photo/Fox)
A bus passenger reads his newspaper behind an advertising banner on the window featuring Bart Simpson.
A bus passenger reads his newspaper behind an advertising banner on the window featuring Bart Simpson.   (AP Photo/Thanassis Stavrakis)
The Simpsons find themselves in a precarious spot in
The Simpsons find themselves in a precarious spot in "The Simpsons Movie."   (AP Photo/20th Century Fox/Matt Groening)
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"The Simpsons Movie" proved enormously popular overseas.   (kaizoo919)

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We had a great template in the beginning with really strong characters. Now the struggle is to keep amusing and surprising the audience with stories and characters that they've seen for a couple of decades. It's hard. - Creator Matt Groening

We try to keep the whole Simpsons juggernaut funny and surprising. From there, everything rolls out. - Matt Groening, creator

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5 comments
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kokuaguy
May 17, 09 5:41 AM CDT
At 12:30 a.m. Hawaii time I'm number one on Newser with 1114 points. I assume my points will have fallen off enough by the time that jemikeos gets started again in Chicago that he will soon knock me back down to Number 2. Whatever- it was fun to be on top for awhile. Reply
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-5
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paul123
May 17, 09 8:14 AM CDT
congrats....who gives a flying fart?
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+2
kokuaguy
May 17, 09 10:27 AM CDT
You do, obviously p123. Do you watch the Simpsons. I've rarely done so due to a Fox boycott, but since I can get it on hulu I have been enjoying it. The episode that's available now is very good, especially the fun they have with Disney's holy grail-- Snowwhite and the Seven Dwarfs. Shouldn't it be Dwarves? Reply
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paul123
May 17, 09 4:08 PM CDT
I'm sorry, my flying fart remark was directed toward your self-indulgent narcissism, not the simpsons.
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dragonmaster
May 17, 09 5:43 PM CDT
Yes, the Simpsons are sacrosanct!!!!!!!!!!!!!!!!!!!!! Reply
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