American Greetings Properties, Cookie Jar Entertainment and Medialink signed two major deals for Strawberry Shortcake in China. New licensees Children’s Fun Publishing and Xiamen Haileyuan Comic and Animation Industry will extend the brand into the apparel and publishing markets.

Children’s Fun Publishing will create, translate, and publish entertainment and learning-oriented Strawberry Shortcake storybooks for China’s younger generation. Children’s Fun Publishing is owned by Egmont, and this marks the first publishing deal for the brand in the territory.

Xiamen Haileyuan Comic and Animation Industry will make apparel in time for the holiday this year. An ancillary toy partnership was secured through K&D toys for puzzles.

“It is so exciting to welcome these two new licensees into the Strawberry Shortcake family, and being able to sign our first publishing deal for Strawberry in China is truly the icing on the shortcake,” says Carla Silva, vice president, global licensing at American Greetings Properties. “Strawberry Shortcake’s wholesome values and timeless themes of friendship, teamwork, and adventure are a perfect fit with these new programs.”