The Simpsons their advertising. As a promotion for "The Simpsons Movie", twelve 7-Eleven stores were transformed into Kwik-E-Marts and sold "The Simpsons" related products. These included "Buzz Cola", "Krusty-O" cereal, pink doughnuts with sprinkles, and "Squishees". In 2008 consumers around the world spent $750 million on merchandise related to "The Simpsons", with half of the amount originating from the United States. By 2009, 20th Century Fox had greatly increased merchandising efforts. On April 9, 2009, the United States Postal Service unveiled a series of five 44-cent stamps featuring Homer, Marge, Bart, Lisa and Maggie, to commemorate the show's twentieth anniversary. "The Simpsons"
The Simpsons show. The celebration ended on January 10, 2010 (almost 20 years after "Bart the Genius" aired on January 14, 1990), with "The Simpsons 20th Anniversary Special – In 3-D! On Ice!", a documentary special by documentary filmmaker Morgan Spurlock that examines the "cultural phenomenon of "The Simpsons"". As of the twenty-first season (2009–2010), "The Simpsons" became the longest-running American scripted primetime television series, having surpassed "Gunsmoke". On April 29, 2018, "The Simpsons" also surpassed "Gunsmoke"s 635-episode count with the episode "Forgive and Regret." "The Simpsons" has won dozens of awards since it debuted as a series, including 31 Primetime Emmy