Entry Mode (B): The Simpsons

by: Robert E. Kennedy

Publication Date: May 18, 2009
Length: 4 pages
Product ID#: 1-428-803

Core Disciplines: International Business, Marketing/Sales

Partner Collection:

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Teaching Note

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Twenty years after its television debut, the animated series “The Simpsons” is still going strong. This mini-case profiles the Fox Broadcasting Company’s success with merchandise licensing, an area that has proven to be an unexpected cash cow.

Teaching Objectives

After reading and discussing the material, students should:

  • Explain why The Simpsons merchandise licensing was such as "cash cow" for Fox Broadcasting.
  • Analyze the strategies Fox used to capitalize on The Simpsons popularity around the world.