Hollywood dad Joe Simpson has spent the last decade or more building his daughters into a media brand. Now he's back with an all-new product to push: himself.

According to the Hollywood Reporter, Simpson, the father and manager of Jessica and Ashlee Simpson, has struck a deal with Nickelodeon to produce a sitcom based on his own experiences raising those daughters. The untitled project, which according to the article "centers on one of the daughters who begins imitating her father and giving life advice to other kids in her school," will focus on Simpson's pre-Hollywood career as a psychologist rather than his efforts to promote his clan.