Iconix, DHX to Develop Shortcake Series

Heritage girls’ property adds animated TV content.

Iconix Brand Group, owners of the Strawberry Shortcake brand, has partnered with DHX Media to jointly co-develop, finance and produce a new animated series based on the classic property.

The companies will aim to produce at least 39 half-hour “Strawberry Shortcake” episodes, with the option for additional episodes. DHX will also become the exclusive global distributor for the brand’s back TV catalog, adding 108 half-hour episodes to the eight half-hour episodes of content already in the DHX distribution library.

Iconix will continue to handle the worldwide merchandising and licensing rights for the brand, with DHX’s international licensing agency, CPLG, holding first right of negotiation to represent the brand in certain territories.

“This agreement to grow Strawberry Shortcake continues our strategy of partnering on world-leading brands to generate new, high-quality content for distribution around the world, and to participate in consumer product offerings for such properties,” says Dana Landry, chief executive officer, DHX. “We are excited to collaborate with Iconix Brand Group to leverage our animation expertise, distribution reach and merchandising and licensing capabilities to drive new global growth for this perennial girls’ brand.”

“We acquired Strawberry Shortcake because of its universal appeal and tremendous potential,” says John Haugh, chief executive officer and president, Iconix. “A key pillar of our global strategy for growth has been the development of new content. We are thrilled to be partnering with DHX. With their proven track record of developing strong animated children’s entertainment, we look forward to providing Strawberry’s original fans, who are now moms, with new ways to share the popular brand with their children.”