Care Bears Gets New Agent

The licensing agency is on board to further extend the brand following its 35th anniversary.

NORTH AMERICA–American Greetings Entertainment has tapped Seltzer Licensing Group to expand the Care Bears brand across the food, beverage and health & beauty categories.

The licensing agency will now work to build on Care Bears’ current program–which boasts products such as baked goods, snacks and frozen novelty items, as well as an anniversary collaboration with Sprinkles Cupcakes, which saw the bakery top their cupcakes with Care Bear-decorated fondant.

“Millennial moms who grew up with the Care Bears love and trust the brand, kids are all about the collectability of the toys and young adult hipsters can’t get enough of our Care Bears lifestyle products,” says Janice Ross, business development and head of global licensing, American Greetings. “And with the expertise of Seltzer Licensing Group, we look forward to continuing the momentum in the food and beverage arena.”

In addition, Seltzer will aim to connect with the brand’s multi-generational fan base by distributing licensed products at grocery, drug and mass retailers.

“Having just celebrated the 35th anniversary, Care Bears continues to delight fans of all ages with new product offerings. There are very few brands that reach both parents and children alike, and Care Bears has established itself as a timeless, evergreen brand,” says Stu Seltzer, president and founder, Seltzer Licensing Group. “We at Seltzer Licensing Group are excited and honored to be working with such an iconic brand.”