"The Simpsons Movie" to Re-brand 7-Eleven Stores to Look Like Kwik-E-Marts

It appears as though the world's largest convenience store will get Simpsonized, though 7-Eleven Inc. said the deal isn't done yet.

But at a company event yesterday in Richmond, officials showcased their planned promotional efforts with major upcoming films, including "The Simpsons Movie."

If all goes as planned, the convenience store chain plans to refit 11 stores across the U.S. -- Richmond is an unlikely choice -- to resemble the front of the Kwik-E-Mart, the convenience store that Homer and other characters frequent in the classic cartoon TV series.
Customers also will be able to buy products inspired by the nearly two-decades-old show, including KrustyO's cereal, Buzz Cola and iced Squishees (the cup says Squishee, but the contents will be Slurpee).

The chain also will use pictures of Simpsons characters to promote 7-Eleven's line of fresh foods, such as placing the face of Homer and his classic "Mmmm . . . sandwich" quip on sandwich wrappers.

Details of 7-Eleven's plans were showed to employees in a booth at a company event at the Greater Richmond Convention Center. It was unclear yesterday which 11 stores of the more than 4,700 nationwide would receive a cartoony facelift or sell inventory of the Simpsons-inspired products.

The movie hits theaters July 27.

7-Eleven also is lining up deals with the "Spider-Man" franchise in advance of the third installment in May. The promotion will feature Black Cherry Lemonade Slurpees and collectible Slurpee cups with three-dimensional graphics on the side.

Finally, the retailer plans to use the June sequel to "Fantastic Four" to promote the Slurpee energy drink it launched last year, called Full Throttle.

Spokeswoman Margaret Chabris said contracts on the promotions have not been signed with movie studios. She didn't give any further details, saying the company will release more information in coming weeks.

"We've done research, and research shows us that our customers like . . . movies, so we're getting involved with some major studios on some of their properties this summer," she said.