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The Simpsons baby and nursery line to launch

Fashion Lab and Sahinler already on board for new ‘Made in Springfield’ range.

The Simpsons has become the latest brand to launch into the baby and nursery sector with a specific collection.

The ‘Made in Springfield’ licensing programme sees 20th Century Fox Consumer Products introduce the iconic characters of Bart, Lisa and Maggie to the next generation.

It will be the first ever programme of baby and nursery focused products for the brand.

The all-new collection showcases Bart, Lisa and Maggie in a unique, softer illustrative art style complemented by distinctive branding and packaging.

Fashion Lab is the first licensee to deliver product, with its debut range of baby and nursery soft lines due to hit UK retail for 2017.

Sahinler will serve as the launch partner in France, with other markets to follow.

Sandra Vauthier-Cellier, svp Fox Consumer Products EMEA, said: “The popularity of The Simpsons spans all generations. Our intention with the new ‘Made in Springfield’ brand extension is to engage with adults who have a real fondness for The Simpsons and are now having children of their own.

“This new baby programme, with its hand-drawn graphics and soft colour palette, creates a point of difference and allows us to explore new retail channels.”

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