The Simpsons store Beijing first in the world

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.

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