A familiar-looking door opened Thursday in Beijing, China, on the first Simpsons brick-and-mortar store -- but it certainly won't be the last.
Customers enter the outlet at Taikoo Li Sanlitun shopping center through a silhouette of Bart Simpson's yellow hair, which gives way to retail space containing a customized art installation and more than 125 specially curated Simpsons products, ranging from a Duff Beer-themed muumuu to glittery Simpsons thermoses to a sequined Bart T-shirt. Most of the items are exclusive to the store.
Announced in January, the store is a partnership between 20th Century Fox Consumer Products and China-based Her-Chain Clothing. A second location is scheduled to debut shortly in Shanghai, with many more to follow.
"We are delighted with the rapidly growing enthusiasm for The Simpsons brand across the Asia Pacific region, Jeffrey Godsick, president of 20th Century Fox Consumer Products, said in a statement. "No matter the customer -- a family, a high-end shopper or a fashionista -- The Simpsons store in Beijing offers that unique consumer engagement with one of the world's most celebrated properties.
The Simpsons has a complicated relationship with China, where the long-running animated series didn’t debut in until 2000, only to be banned six years later. It returned in 2014 through a deal between Fox and Chinese web portal Sohu.