It's no surprise that Kellogg is one of the promotional partners linked with the move. The cereal giant has been working with 20th Century Fox properties since 1977. But this month sees Kellogg's Corn Flakes using the sofa-loving, hamburger and doughnut-gorging Simpsons to encourage outdoor play among its target market of families with children.
Despite the longevity of the Kellogg/Simpsons partnership, the current link appears incongruous - loved as they are, The Simpsons are hardly the most active of families. But Kellogg believes its campaign, which runs on 11 million Corn Flakes packs, extends the property beyond its traditional mould with a bike-themed promotion.
The activity, through Creata, features Simpsons "spokey-dokeys" - bicycle wheel attachments - as in-pack giveaways in 1kg and 750g packs, while a competition to win one of 100 Simpsons-branded bicycles and 50 bike helmets runs on 375g and 500g packs.
There are five spokey-dokeys to collect and the competition element requires consumers to answer a question on Homer's eating habits and complete a tiebreaker.
According to Kellogg's consumer promotions manager, Elisa Webb, cycling is a "great way for the whole family to exercise together", a message she says is in line with Kellogg's commitment to "encouraging consumers of all ages to improve their health through a balanced diet and active lifestyle".
"We're expecting a lot of interest in the promotion. Our objective was to create excitement around the Corn Flakes brand by finding a really fun and multi-functional premium - the spokey-dokeys are not only something to decorate your bike with, but they're also paper embossers," she says.
Running two mechanics will also satisfy consumers since the giveaway delivers instant gratification, while the competition entices them with the possibility of a big prize, she argues.
And on a wider level, she insists the partnership works because both Corn Flakes and The Simpsons are family-centric brands.
What's without question is that by running this promotion now, Kellogg is capitalising on a property that is enjoying high profile. According to Miguel de la Rocha, 20th Century Fox's senior retail development manager, Europe, licensing and merchandising, The Simpsons are "at the peak of their story. Moving to Channel 4 marks the series out as a much more commercial property, as identified by the noise that the broadcaster is making around the move. The promotions are almost an off-air celebration around that."
With that in mind, it's worth noting that artwork on the Corn Flakes pack features not only Homer and the rest of the family, but the Channel 4 logo.
Of course, by putting the property on-pack, Kellogg is also giving The Simpsons visibility on-shelf, something which 20th Century Fox couldn't have achieved without third-party help. De la Rocha acknowledges this mutually beneficial relationship, but stresses that The Simpsons' reputation is fiercely guarded. Unlike other 20th Century Fox properties, it has a dedicated promotions team in Los Angeles and any promotional deals need to be sold into that team. It also has a stringent approval process for Simpsons-related premiums. "We don't work with just anybody," states de la Rocha. "We only work with companies that will do The Simpsons brand justice, use it and deliver something back to it."
He agrees with Kellogg's Webb that the synergies between the Corn Flakes brand and The Simpsons lie heavily in their family focus. "Kellogg appeals to kids, but it also reinforces the sort of family position that serves The Simpsons very well," he says.
But the move to Channel 4 could challenge that synergy. De La Rocha admits that 20th Century Fox has shifted its own target to the 16-34 age group in reaction to Channel 4's decision to screen the show in a 9pm Friday slot, with repeats on Sundays. But he insists that this shift doesn't dilute Kellogg's family positioning: the 6pm slot will remain, and The Simpsons' core audience will continue to be kids - at least 40 per cent of six- to 15-year-olds already watch the programme after school and Channel 4 has included them in marketing activity, he stresses.
For Kellogg, running licensed activity has become a mainstay of an extremely full promotional calendar. Corn Flakes is the number two cereal brand, behind Weetabix and it has retailers on-side - for this activity, some are even offering consumers the chance to win additional Simpsons' bikes.
It can be pretty confident that its activity will steal the show in supermarkets: the previous Simpsons promotion, which featured a set of fridge magnet giveaways and a gift with purchase push for a Simpsons watch (a set of four were on offer) are reported to have performed well.
As Webb says: "This licence that works very well for us. It's extremely popular with our target market."