Licensing News

Strawberry Shortcake Signs Additional Licensees

WildBrain-Strawberry Shortcake-Netflix

After announcing the relaunch of the Strawberry Shortcake brand earlier this year, WildBrain signed an additional wave of licensees for its new and classic Strawberry Shortcake franchises.

WildBrain recently premiered Berry in the Big City, an animated series that reimagines the character of Strawberry Shortcake, who first debuted in 1973. It launched on AVOD network WildBrain Spark as well as YouTube, and will arrive on Netflix worldwide in spring 2022. Four seasonal specials will follow in 2023.

Now, in addition to Strawberry Shortcake’s previously announced license partners, WildBrain is partnering with more manufacturers across categories.

“Strawberry Shortcake’s evergreen status as a cherished brand continues to attract major partners across the entertainment and licensing industry,” said WildBrain’s chief brands officer Michael Riley. “We look forward to building on these strong foundations as we continue to roll out the new Strawberry Shortcake for fans to enjoy on and off screen.”

WildBrain CPLG, WildBrain’s consumer products licensing agency, brokered new licensing agreements with culinary educational kit manufacturer I’m the Chef Too! and ice cream company Bahama Buck’s.

Meanwhile, the classic Strawberry Shortcake brand will serve as the inspiration for upcoming apparel lines from Dolls Kill and Unique Vintage. A Dolls Kill capsule collection will feature vintage Strawberry Shortcake artwork on apparel, outerwear, swimwear loungewear, intimates, accessories, footwear, and home products for ladies and juniors, sold in stores throughout the U.S. and online worldwide. Unique Vintage will develop apparel, accessories, and home ranges, available worldwide.

Also in the apparel category, designer Samii Ryan will release a clothing and accessory collaboration with Strawberry Shortcake in early 2022. Additionally, fashion retailer PacSun has a licensed holiday collection in the works for ladies and juniors from manufacturer The Forecast Agency; it will feature apparel, underwear, socks, tote bags, and headwear, sold in the U.S. and Canada.

In cosmetics, Glamlite plans to introduce a Strawberry Shortcake line in spring 2022.

“Strawberry Shortcake has always had enduring popularity, and the relaunch has seen excitement around this property really ramp up,” said Jasen Wright, VP of North America for WildBrain CPLG. “We’ve seen strong interest from licensees in WildBrain’s new version of the brand, and that halo is fueling a simultaneous renaissance around the classic brand from the 1980s, all of which is testament to the strength of Strawberry Shortcake’s appeal across generations.”

In September, WildBrain unveiled the first wave of franchise partners, including master toy licensee Moose Toys and publisher Penguin Random House, as well as promotional partners Naturipe, Sunkist Growers, Envy Apples, Zolli Candy, Dippin’ Dots, Snip-Its, and Challenge Butter.