Homerpalooza

Since it's Africa hot in Los Angeles -- brain-melting record heat wave continues! -- we can think of nothing better to do than head to the concrete confines of a nearby theme park where we'll be shoulder to shoulder with screaming kids and sweaty humanity. We told you it was brain-meltingly hot.

But there's no need to worry about us. There's good reason for the trek -- we'll be among the sun-stroked crowd at The Simpsons Ride launch at Universal Studios tomorrow. (Come back next week and we'll tell you all about it). Hooray, Krustyland!

Aside from our glee about this particular brand extension, (won't be able to sleep tonight!) we already had "The Simpsons" on the brain, what with some awards nominations the multiple Emmy-winning property has scored of late. It's in the running as one of the best entertainment brands of the year for its hit film, its 400th episode, its raft of cool swag and makeovers of 7-Elevens into Kwik-E-Marts last summer. (Now that's good Squishy, even though we had to stand in line for it).

The Licensing Industry Merchandisers Association will pick between "The Simpsons," "American Idol," "High School Musical 2," "Shrek the Third" and "Spider-Man 3" for the honor next month at New York's Licensing Show.

And today, "The Simpsons Movie" has picked up seven nominations, more than any other film, for the 37th annual Hollywood Reporter Movie Marketing Key Art Awards.

Judges pick the honorees based on trailers, posters, TV spots and such so, like the Golden Trailer Awards before it, there are boxoffice stinkers like "30 Days of Night" that make it into the pool. Hey, don't blame the one-sheet!

But in the case of "The Simpsons Movie," the product lived up to the hype, a rare feat in Hollywood these days. And no matter how many times we see Homer, Bart, et al lovingly portrayed on larger-than-life-sized standees and billboards, we still laugh. Every time.