The Simpsons (franchise) In 2008, $750 million worth of "The Simpsons" merchandise was purchased worldwide. Peter Byrne, Fox executive vice-president of licensing and merchandising, called "The Simpsons" "without doubt the biggest licensing entity that Fox has had, full stop, I would say from either TV or film." Matt Groening conceived of the idea for the Simpsons in the lobby of James L. Brooks's office. Brooks, the producer of the sketch comedy program "The Tracey Ullman Show", wanted to use a series of animated cartoons as bumpers between sketches. Groening had been called in to pitch a series of animated shorts, and had intended
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