Cloudco Entertainment, owner of the heritage brand Care Bears, announced a wave of new deals for the property throughout the year. 

Care Bears celebrates its 40th anniversary with collaborations spanning multiple categories, including fashion, accessories, homeware, cosmetics, games, crafts, seasonal, travel and the metaverse. 

To kick off the Care Bears' 40th anniversary, the Care Bears will partner with Alaska Airlines next month, followed by the property's partnership with RECUR and the launch of the first Care Bears NFT and a design competition this spring with Threadless. 

New partnerships in the apparel category include: 

Cloudco signed new deals with Olympia Le-Tan, Melissa, Knockarounds and Dannijo. This year, additional licensee products hitting retail include Igloo for homeware and PEZ for collectibles. 

"The Care Bears resonate with fans of all ages, and we love hearing that fans that grew up with the brand in the 80s are now introducing their own families and children to the Care Bears," says Robert Prinzo, global licensing head, Cloudco Entertainment. "Our wide-ranging consumer product deals allow us to create fun, new products that all of our fans will collect and enjoy for years to come." 

Care Bears will also be introducing three new characters to the Basic Fun! toy line, including a 40th anniversary Care Bear. The Care-a-Lot Bear belly badge depicts her cloud castle illuminated with a rainbow. Care-a-Lot Bear will also be included in the Headstart line in Australia and featured in several new, limited-edition capsule collections. 

"With our core group of key characters such as Cheer Bear, Grumpy Bear and Funshine Bear, and the introduction of newer characters like Togetherness Bear and Care-a-Lot Bear, the Care Bears continue to share their universal message of sharing and caring and explore relevant themes and topics with their fans," says Kristeen Tibbits, marketing head, Cloudco Entertainment. "Without a doubt, the world is a better place thanks to Care Bears and their messages of love, hope and happiness, and we look forward to seeing what new adventures the next forty years bring!"