September 9, 2021
WildBrain is bringing Strawberry Shortcake to a new generation through a new animated series “Berry in the Big City,” animated shorts on YouTube via WildBrain Spark, a new “Roblox” game titled “Baking with Strawberry Shortcake” combined with toys, music, books, and events.
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.”
“Working with WildBrain Studios to reimagine Strawberry Shortcake for Berry in the Big City has been a dream come true,” says Michael Vogel, executive producer, showrunner, ‘Berry in the Big City’. “This is a sweet and funny series, with modern, inclusive storytelling that I think today’s kids are going to love. We’ve captured all the adorable sweetness of Strawberry Shortcake while giving her a cool new look and a savvy ‘can do’ attitude, perfect to inspire kids to embrace their dreams and do great things.”
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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