The re-launch, starting Sept. 18 with the premiere of “Berry in the Big City,” is designed to bring a cool, confident new Strawberry Shortcake to screens in order to inspire girls.
“Strawberry Shortcake has brought so much joy to children over the years, and now we’re thrilled to provide today’s generation with the opportunity to create new experiences and memories with the brand,” says Michael Riley, chief brands officer, WildBrain. “While staying true to what makes Strawberry Shortcake special – her sweetness, scent and joyful strawberry motif – this new vision aims to inspire today’s girls with relevant and empowering themes of diversity, sustainability and entrepreneurship. We’ve teamed up with some amazing brand partners and have a fantastic schedule of events, social campaigns and activations lined up for the brand beginning this fall. Whether it’s baking with Mom in the kitchen, playing with scented dolls, enjoying new content on YouTube, immersing themselves in Roblox, or reading books and listening to music, today’s little girls are going to love making the new Strawberry Shortcake a big part of their lives.”
Both the animated series and video game experience will be joined by a global franchise program that brings the scented dolls back to shelves with master toy partner Moose Toys.
“We’re thrilled to collaborate with WildBrain,” says Menal McGrath, vice president, global licensing, Moose Toys. “Their position as a ‘new generation’ kids’ entertainment leader makes them the ideal partner to introduce today’s kids to such a beloved and iconic property. This aspirational, fun and fresh reimagining of Strawberry Shortcake gives us an incredibly exciting platform to deliver never-before-seen, ‘wow’ products that will redefine how consumers see and experience the brand.”
Publishing partners Penguin Random House will also be bringing story books of “Berry in the Big City” to kids, with food and beverage partnerships featuring Naturipe, Sunkist Growers, Envy Apples and Langers for fruit, Zolli Candy for dentist-approved lollipops and more.
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