Selling the Simpsons

“The Simpsons” T-shirts--featuring characters from Fox Broadcasting’s hip, hit animated series--are being grabbed up at such a rapid clip that the manufacturer is two weeks behind on orders, says Fox licensing and merchandising executive Al Ovadia. “He’s shipping 10,000 dozen shirts a week, and they can’t keep them in stock.”

That’s not all “The Simpsons” merchandise that’s about to deluge stores across the country. Expect to see more than 200 “Simpsons” products between now and Christmas, including: Bed linens, school supplies, towels, tote bags, dolls, shoes, watches, balloons, Lycra bodywear, and gum ball machines. There’s even a talking toothbrush in the works with the voice of Bart Simpson (“Ooh . . . Look at that cavity. Better floss!”). And “Simpsons” pinball and Nintendo games for early 1991.

“Since the show debuted, we’ve had easily hundreds of calls a week” from potential licensees, says Ovadia. More than 50 have been turned down because they wanted to make products deemed ill-suited to “The Simpsons,” Ovadia says.

Creator Matt Groening has approval on all merchandising deals, according to Ovadia, who adds, “We’re treating this property with kid gloves. It’s a teen and adult property, which means it has much more potential for longevity than a children’s property. This market is a lot less fickle.”

Meanwhile, Fox is looking into corporate tie-ins involving the Simpsons, and foreign TV syndication deals are pending.

Groening says there’s even been some “banter” about a feature film starring his characters, but so far, nothing’s set.