Entertainment Marketplace: Strawberry Shortcake

In the late 1970s, an art director at American Greetings Corporation created a fantasy character that lived in a magical world hidden deep within a strawberry patch. That character, with her signature red hair, was Strawberry Shortcake.

By the spring of 1980, American Greetings, General Mills, and Random House had launched a line of social expressions, toys, game, crafts, and books based on the character. By the end of 1980, nearly 50 licensees launched Strawberry Shortcake products. Strawberry Shortcake continued to gain prominence, even becoming so popular as to headline the Macy’s Thanksgiving Day Parade in her “berry” own float.

Strawberry Shortcake has gone through two redesigns, one in 2003 and one in 2009, to continue to appeal to a new generation of girls. And last year the popular redhead could be seen in the CGI-animated series Berry Bitty Adventures on The Hub. Strawberry Shortcake will get another new look this fall when the second season of Berry Bitty Adventures debuts on The Hub. (An exact air date hasn’t been announced yet.) This time, the new look comes from a brand new character called Cherry Jam. Cherry Jam is a singing star who brings music to Berry Bitty City as a music teacher and voice coach.

An array of new Strawberry Shortcake products from licensees such as Bioworld, Children’s Apparel Network, MTC Marketing, PS Brands, Tin Box Co., Saramax, 3M Nexcare, and Added Extras will hit retail later this year. And the new Cherry Jam character will be seen in Hasbro’s spring 2012 toy line.

  • Rubie’s: Strawberry Shortcake Costume


    Rubie’s will produce an array of costumes, including Strawberry Shortcake, Lemon Meringue, Raspberry Torte, and Blueberry Muffin. Also available in the collection are coordinating wigs, trick-or-treat pails, trick-or-treat bags, and a Strawberry Shortcake hat.

  • Penguin: Strawberry Shortcake: All Aboard! Sticker Book


    Readers can take a boat trip with Strawberry Shortcake and friends in Strawberry Shortcake: All Aboard! This sticker book includes more than 75 stickers to decorate the scenes of Strawberry and her friends exploring Berry Cove, seeing exotic flowers and animals, and swimming.

  • Cosrich: Strawberry Shortcake Therapeutic Cold Pack Duo


    The Strawberry Shortcake Therapeutic Cold Pack Duo for pain and fever relief has a plush Strawberry Shortcake cover to keep kids from getting cold while using the reusable, freezer-safe instant cold pack.

  • Dr. Fresh: Strawberry Shortcake Oral Care Products

    Dr. Fresh:

    Dr. Fresh’s Strawberry Shortcake oral care products include a toothbrush and toothpaste.

  • Huffy: Girls’ Strawberry Shortcake 16-Inch Bike


    The Huffy Girls’ Strawberry Shortcake 16-inch bike has a pink steel frame decorated with images of Strawberry Shortcake and berries. Also decorated are the front handlebar pad, the fully enclosed chainguard, the sprocket, and the padded seat. The bike features coaster brakes for easy riding plus sturdy steel training wheels that are easily removed.

  • Madame Alexander: Soft Cloth Strawberry Shortcake Doll

    Madame Alexander:

    The Soft Cloth Strawberry Shortcake doll has a screen-printed face and red yarn hair. She is dressed in her signature Strawberry Shortcake outfit with a strawberry scent.