WildBrain Unveils New ‘Strawberry Shortcake’ Deals

New licensing deals inked with Bentex, Jay Franco, Centric Brands, Cotton On and more, while latest promotional partnership launched with Little Debbie.

License Global

May 20, 2022

2 Min Read
Strawberry Shortcake.
Strawberry Shortcake.WildBrainCPLG

WildBrain has announced multiple new consumer products partnerships for “Strawberry Shortcake” by their licensing agency, WildBrain CPLG. Several new deals for both new and vintage “Strawberry Shortcake” include Bentex, for girls’ apparel and swimwear in the U.S.; Jay Franco, for home and bath in the U.S. and Canada; Centric Brands, for ladies’, girls’ and toddler sleepwear, plus mommy and me sets for the U.S. and Cotton On, for ladies’ and girls’ sleepwear, home and stationery and girls’ apparel, for global.  

For Vintage Strawberry Shortcake, Boss Fight has signed on to make fully articulated and scented action figures of Strawberry Shortcake and her friends for the U.S., while Spirit Halloween is on board for costumes and dress-up for the U.S. and Canada. 

The deals add to the list of previously announced licensees for the new “Strawberry Shortcake,” including Moose Toys (master toy/global) and Penguin Random House (publishing/North America), plus a number of capsule fashion collections for Vintage Strawberry Shortcake that launched this winter/spring, including a Unique Vintage collection for Valentine’s Day 2022; a co-branded collection from By Samii Ryan featuring matching sets, shorts, baby tees, chinos and a bucket hat and a Dolls Kill collection of apparel, footwear, accessories and a Strawberry Shortcake picnic basket. 

This spring also sees Strawberry Shortcake celebrating through a range of promotional partnerships at thousands of retail stores across the U.S. and online.  

A complete produce takeover, with signage and packaging featuring images of Strawberry Shortcake and her friends, kicked off at grocery stores nationwide in May, with Naturipe strawberries and blueberries representing Strawberry Shortcake in the berry category, Sunkist promoting blood oranges with Strawberry Shortcake’s friend, Orange Blossom, and envy apples celebrating Strawberry Shortcake’s move to Big Apple City in the new animated series.  

Promotional partner, Little Debbie, launched “Strawberry Shortcake”-branded cakes and snacks in April at U.S. retailers such as Walmart, Kroger, Target, Dollar General and more. Pinkberry, meanwhile, launched “Strawberry Shortcake”-branded frozen yogurt at 72 Pinkberry stores in the U.S. from March to April. These add to previously announced promotional partnerships with I’m the Chef Too! (culinary education), Zolli Candy (dentist-approved lollipops), Dippin’ Dots (ice cream) and Snip-Its (kids’ hair salons). 

WildBrain CPLG is exhibiting at Licensing Expo 2022. Find out more information here.

About the Author(s)

License Global

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