LOS ANGELES  —  Marge Simpson (search) has surrendered her towering blue coiffure to help market a new hair care line.

The animated mom from "The Simpsons" (search)is part of new magazine ads staring next month for Dove Styling (search).

Also featured in the ad campaign are fellow cartoon characters Wilma Flintstone ("The Flintstones"), Jane Jetson ("The Jetsons") and Velma Dinkley ("Scooby-Doo").

A TV commercial that began airing this month features Jane, Wilma and Velma.

The characters got a temporary makeover for the promotion, trading their usual helmet hair for "beautiful styles that move naturally," the company said in a statement.