Bart, Butterfinger Back Together

Character reunites with candy brand for Nestle's "Nobody Better Lay a Finger" campaign

GLENDALE, Calif. -- Nestle Butterfinger and Twentieth Century Fox Consumer Products have announced that Bart Simpson has officially been reunited with the "crispety-crunchety" peanut butter Butterfinger candy bar. The newest marketing campaign featuring Bart Simpson launched Tuesday through digital and social media outlets.

Out-of-home advertisements for the Butterfinger "Nobody Better Lay A Finger" nationwide campaign will also appear later this summer in New York, Los Angeles and Chicago, with the initial campaign artwork highlighting the top of Bart's iconic head juxtaposed to the edge of the similarly shaped Butterfinger wrapper. Additionally, the campaign will engage consumers in select retailers nationwide and as part of the reunion, fans can take part in an upcoming online instant win and sweepstakes game.

"We are excited to celebrate the reunion of Bart Simpson and Butterfinger," said Tricia Bowles, spokesperson for Nestle USA Confections & Snacks. "The original Butterfinger-The Simpsons campaign last appeared 12 years ago and represents an iconic and beloved partnership for fans of both brands. Today's announcement is just the beginning of more exciting news and surprises from Bart Simpson and Butterfinger."

Bart first appeared in Butterfinger commercials in 1988. Dozens more commercials followed through 2001, as Bart went to great lengths to cleverly keep hungry fans from stealing his favorite bar, warning "nobody lay a finger" on his Butterfinger.

"We are thrilled to partner with Nestle Butterfinger and The Simpsons on a program that is both iconic and nostalgic," said Jeffrey Godsick, president of Fox Consumer Products. "The connection between Bart Simpson and Butterfinger has endured over the years, and we are delighted to unveil a fresh campaign that will excite fans."

In 2013, Butterfinger marked its "90ish" anniversary as the candy bar originally invented by Chicago's Curtiss Candy Co. was believed to have been promoted as early as 1923 (before it ultimately was sold to Nestle in 1990); however, Butterfinger parent company Nestle holds a trademark document from 1928.

Food and beverage product maker Nestle USA, Glendale, Calif., with 2012 sales of $10 billion, is part of Nestle SA, based in Vevey, Switzerland, with 2012 sales of $98 billion. Other brands include Nestle Toll House and Lean Cuisine.