Iconix Deals for Shortcake ApparelIconix Deals for Shortcake Apparel

Hybrid is on board for a new girls’ apparel range.

Iconix Brand Group has signed licensee Hybrid Apparel for a collection of Strawberry Shortcake vintage apparel.

The collection will be available for young girls and juniors and will feature items such as short- and long-sleeved shirts and more.

“Expanding our offerings for the Millennial women who grew up with Strawberry Shortcake is a key component of our strategy for the brand,” says Leigh Anne Brodsky, managing director, entertainment division, Iconix. “We know their daughters are finding the brand through our apps and toys and we are excited to be able to give our original fans another way to share their love of Strawberry Shortcake with their girls.”

Additionally, Iconix and Hybrid Apparel will co-host an event this week in downtown Los Angeles, Calif., to celebrate the apparel collection launch.

“We are very excited to partner with Iconix on the re-launch of Strawberry Shortcake,” says Shauntel Jarreau, vice president, licensing, Hybrid Apparel. “There is such an affinity for the brand among the women who grew up with her and now that these women are moms, the timing could not be more perfect for her return.”