Berry Big Plans for Strawberry Shortcake in 2009
Created 02/11/2009 - 00:00
Building on STRAWBERRY SHORTCAKE's enduring appeal, American Greetings Properties and Cookie Jar Ent. are continuing to fuel the brand's growth in 2009, both in the U.S. and internationally, with a slate of new product and entertainment launches.
Created and owned by American Greetings, STRAWBERRY SHORTCAKE has generated more than $2.7 billion in worldwide retail sales since the brand's re-launch in 2002, and it continues to be a favorite among young girls and parents.
As the global licensing agent for STRAWBERRY SHORTCAKE under a long-term agreement with American Greetings, Cookie Jar is a strategic partner in the brand's growing success. This multi-dimensional, evergreen franchise has attracted nearly 500 licensees worldwide, a number that is quickly growing as the brand expands into new territories and categories.
This fall, global master toy licensee Hasbro will debut a new line of strawberry-scented STRAWBERRY SHORTCAKE toys. The new collection from Hasbro, which will include playsets, vehicles and dolls, features the brand's new look created by American Greetings Properties. Re-imagined for a whole new generation of girls, the STRAWBERRY SHORTCAKE characters and the world they live in will be small in scale, but big on adventure, friendship, fashion and fun.
In addition to the new toy line, all-new entertainment featuring STRAWBERRY SHORTCAKE's new look is scheduled for release in fall 2009. Fox Home Entertainment will release a CGI movie and DVD, THE STRAWBERRY SHORTCAKE MOVIE: SKY'S THE LIMIT, starring Strawberry Shortcake and her friends. Fox Home Ent. has already shipped more than 10 million units of STRAWBERRY SHORTCAKE DVDs over the past five years, and other entertainment also continues to perform well. Penguin Putnam has sold more than 11 million STRAWBERRY SHORTCAKE books since 2002 and Koch Records has sold nearly 500,000 STRAWBERRY SHORTCAKE CDs. The popular STRAWBERRY SHORTCAKE television series can be seen on Cookie Jar's Saturday morning block on CBS.
Cookie Jar is signing a host of new licensees and working with current partners in all major categories to create products that will reflect STRAWBERRY SHORTCAKE's fresh new look and storyline. Cookie Jar has appointed a new master apparel partner with merchandise including t-shirts, fashion apparel, daywear and active wear, scheduled to launch this fall, further building on their success in this lead category. Additional US partners will be signed in a wide variety of categories including publishing, bedding, consumables, HBA and footwear.
Globally, STRAWBERRY SHORTCAKE enjoys ever-growing popularity with expanding product launches and retail successes, particularly in France, Brazil and Mexico. These key territories are leading the charge across the globe and opening doors to exciting additional markets in Europe and Asia.
STRAWBERRY SHORTCAKE is currently the #2 girls' property in France with top licensees in a variety of categories including apparel, footwear, publishing, toys and bedding. In Brazil, STRAWBERRY SHORTCAKE was voted "Best Licensed Character of 2008" by Brazilian retail industry magazine LOJAS. Licensees include Nestle (chocolate Easter eggs), Grendene (footwear and hosiery), Malwee (apparel), Foroni (stationery), Pacific Importacao (bags) and Pernambucanas (apparel).