The more we learn about the true extent of Seth MacFarlane's empire, the more we become quietly frightened. MacFarlane, the 34-year-old creator of Family Guy, is just about to roll out his huge new online cartoon series in partnership with Google, which will reap him just a disgusting amount of money from sponsors like Burger King. And yes, Family Guy is well on its way to becoming the Simpsons of a new generation. Sorry, haters:

Stewie Griffin is Mr. MacFarlane's biggest breakout character. Stewie's ovoid head emblazons T-shirts, posters and merchandise that often match the subversive tone of "Family Guy," such as figurines outfitted in bondage gear. Total merchandise sales have climbed into the "hundreds of millions" of dollars, Fox says. Though it doesn't touch the fortune that "The Simpsons" generates with hundreds of licensees, "Family Guy" currently has 80 licensees. Discussions are underway with a brewery that would make real cans of Pawtucket Patriot Ale, Peter Griffin's brew of choice.

Do the Bartman! And did you know that MacFarlane is, like, an actual stressed-out boss of an entire army?

Mr. MacFarlane leads a team of about 320 producers, writers, animators and support staffers, but he oversees all aspects of production. Running late for a massage therapy appointment recently, he demonstrated how tension in his neck kept it from swiveling more than a few inches.

Still to come from MacFarlane: "a live-action sitcom for Fox," a Family Guy movie, and "a feature-length buddy comedy that he's planning with [Seth] Green." By then the backlash should be something to behold. [I still think he's funny.] [WSJ]