• USA Today, Friday, May 15, 2009 10:45 AM

Homer, Marge, Bart, Lisa and Maggie are in a race to turn one of entertainment's most powerful money machines into a timeless classic for 20th Century Fox, David Lieberman writes. If they succeed, he says, they could surpass Mickey Mouse, Snoopy and Bugs Bunny in their ability to generate sales from T-shirts and licensed merchandise, as well as video games, DVDs, books, fast-food promotions and theme park rides.

About half as many people tune into the Sunday night show on Fox as did a decade ago, mirroring a trend for more broadcast TV programs. But Fox executives have a three-pronged strategy to keep the merchandising franchise growing. They're developing products that reflect the comic sensibilities of the show's writers. They're carefully targeting different merchandise to different kinds of fans. And they're looking for creative ways to keep "The Simpsons" in the public eye.

It will all come down to keeping the show fresh and keeping up with trends in pop culture. For example, Fox is developing a style guide for licensed apparel and other merchandise that adopts the graphic-heavy look of classic rock album covers and tattoos. But the show must come first, says creator Matt Groening. "We try to keep the whole 'Simpsons' juggernaut funny and surprising," he says. "From there, everything rolls out."

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