"It's pretty cool," said 29-year-old Joe Heagany, a fan of "The Simpsons" since grade school. "Everyone's kind of in there for the same reason. They're all there to check things out."

The convenience store at Stephanie Street and Horizon Ridge Parkway is one of a dozen 7-Elevens across North America that have been temporarily redecorated to promote "The Simpsons Movie," which opens July 27.

The signs on the front of the building now read "Kwik-E-Mart," and the facade is decorated with Bart, Marge, Milhouse and the Comic Book Guy.

Inside the store, shoppers can stock up on formerly fictitious products such as Buzz cola and Krusty the Clown-brand cereal, then pour themselves an icy cold Squishee, "The Simpsons" version of a 7-Eleven Slurpee.

Just don't expect to find Homer's favorite beverage on sale at the Henderson Kwik-E-Mart. "The Simpsons Movie" is rated PG-13, and so is this promotion.

That means no Duff beer, no Laramie cigarettes and no Colonel Kwik-E-Mart's Kentucky Bourbon.

Most people don't seem to mind.

"Everyone's walking in with smiles on their faces," said Daniel May, a marketing project assistant sent to Henderson from 7-Eleven headquarters in Dallas.

Arguably the biggest smile of all belongs to store owner Kumar Assandas, who said he has already seen at least a 30 percent jump in business as a result of the promotion.

At times Monday, the line at the cash registers stretched from one end of the store to the other.

A sign on the front of the store bore an appropriate Apu quote: "Thank you for loitering. Please come again."

Assandas said he began lobbying for the Kwik-E-Mart conversion the moment he heard that it would be done at one of the more than 150 7-Elevens in the Las Vegas Valley.

"I spoke to whoever I had to at corporate to make sure it was me," he said. "I'm just a big Simpsons fan. This is like a dream come true."

The 28-year-old Las Vegas native said he has been watching the cartoon since it debuted 20 years ago as a series of 30-second shorts on "The Tracey Ullman Show."

His favorite episode is the one in which Kwik-E-Mart operator Apu Nahasapeemapetilon travels to corporate headquarters on a mountain top in India and the security guard at the door makes him remove the pricing gun from his ankle holster.

Assandas, who is of Indian descent, said Apu is basically one big stereotype, but he isn't offended by the character. "We all know it's a joke. We roll with the punches."

He didn't specify which "we" he meant, Indians or convenience store owners.

Elementary school teachers Melissa Davis and Brittney Ford walked out of the Kwik-E-Mart on Monday afternoon with blue Squishee tongues and grins on their faces.

Ford said she regularly watches reruns of "The Simpsons," while Davis claimed to be a fan "by relation."

"My brother's obsessed, and so is my dad," she said.

Long-time "Simpsons" fan Sergio Sanchez said he stopped in for a look even though this particular convenience store isn't convenient for him at all. "I live on the total opposite side of the town," he said.

Sanchez took pictures of every decoration and display and left with a box of Frosted KrustyOs cereal. The side panel on the boxes says the cereal has "Krusty's nutrition guarantee: I guarantee I was paid to say this stuff is nutritious." Sanchez said he is afraid to eat the cereal -- but only because the unopened box might be worth some money someday.

Not everyone was in on the joke.

One woman standing in line to buy a Blue Woo-Hoo! Vanilla Squishee didn't even notice the remodeling until she was asked about it.

She said she doesn't watch the primetime cartoon. She just came in looking for something cold to drink.

"This has just been so fun," said Tami Belt, a spokeswoman for 7-Eleven in Nevada whose name tag identified her as Amanda Huggenkiss, one of Bart Simpsons' favorite prank-call personalities.

"One guy came in. He was such a Simpsons fan, he wanted to work here. He said, 'Just let me work here for the month,'" she said.

The 7-Eleven was redecorated in a matter of hours, and the exterior was given a facade of yellow panels that was finished by midnight Sunday.

By Monday afternoon, the store had sold out of pink-frosted donuts (Homer's favorite), "Radioactive Man" comic books and Kwik-E-Mart drink coolers.

Some of those items, such as the donuts, could be restocked as early as today, but some of the more limited items may be gone for good.

The promotion is slated to last until Aug. 1, when the store will be transformed back into a 7-Eleven.