WildBrain Announces New ‘Strawberry Shortcake’ Licensing Partnerships, Brand Activations and Content Launches

Apparel and makeup collections, food and beverage promotions, accessories and homewares, retail partnerships, mobile games and location-based experiences will roll out into 2024 as Season 3 of “Strawberry Shortcake: Berry in the Big City” streams on YouTube.

License Global

September 20, 2023

3 Min Read
"Strawberry Shortcake and the Beast of Berry Bog," WildBrain
"Strawberry Shortcake and the Beast of Berry Bog"WildBrain

WildBrain has announced new licensing deals, brand activations and content distribution deals for “Strawberry Shortcake” as the brand builds momentum toward the Oct. 2 streaming premiere on Netflix of a new CG-animated special, “Strawberry Shortcake and the Beast of Berry Bog.” Produced by WildBrain Studios, the spooky Halloween-themed special is the first of four seasonal specials coming to Netflix in 2023 and 2024.

“The world of ‘Strawberry Shortcake’ continues to soar in popularity,” says Elizabeth Litten Miller, vice president, franchise strategy, WildBrain. “Our innovative licensing program, extensive distribution partnerships and multiple brand activations are a testament to Strawberry’s enduring appeal as a much-loved brand. With the first of four new Strawberry Shortcake CG-animated seasonal specials premiering on Netflix on Oct. 2, we’re excited that partners and fans are embracing Strawberry Shortcake to celebrate her message of diversity, creativity and friendship in so many imaginative and inspiring ways.”

“Strawberry Shortcake” Licensing Deals and Activations

A roster of new licensees and activations have been lined up for “Strawberry Shortcake,” including a deal with retailer, MINISO, as part of a broader partnership, which also includes “Teletubbies” and “In the Night Garden.” Additional new partners include The Knot Churros, which held a nine-week summer pop-up at two London stores, featuring menu items flavored around the characters of “Berry in the Big City.”

Meanwhile, in the Middle East and North Africa (MENA), Spacetoon has developed a live show for “Berry in the Big City,” featuring costume characters for meet and greets. The first performance took place at the Qatar Toy Festival in July.

In the digital space, “Strawberry Shortcake: Berry in the Big City” features in a new mobile gaming app launching this month from TapTap Tales, which will immerse players in Big Apple City with a host of educational games, featuring Berry and all her friends. Also, Baretree Media has launched themed mobile sticker packs on Android and iOS, with other digital goods coming soon globally.

In early fall, Vampyre Cosmetics is launching a range of “Strawberry Shortcake”-inspired makeup palettes, lipstick, lip glosses, makeup bags, eyeliner, mascara and eyelashes. The products will be available in Canada, Denmark, Eire, France, Germany, Italy, Sweden, the U.K. and U.S. Goose Creek Candles will also expand its scent collection for this winter and Valentine’s Day. Meanwhile, fashion label, Cakeworthy, is preparing to debut a “Strawberry Shortcake” capsule apparel collection plus accessories, stationery and homewares in the U.S., Canada and U.K. in March.

Pop culture retailer, FYE (For Your Entertainment), has signed a direct-to-retail deal to create sweet treats for spring/summer 2024 in a range that includes confectioneries, jewelry, home décor and gift items.

New Distribution Partners for “Strawberry Shortcake”

WildBrain’s original animated series, “Strawberry Shortcake: Berry in the Big City,” is continuing to roll out to new territories, with Amazon Kids+ acquiring Seasons 1 and 2 for the U.S., while Stan in Australia and Spacetoon MENA have also taken the first two seasons. Edye in Latin America and the Caribbean has picked up Season 1, and TVNZ in New Zealand Season 2, while TV2 signed a deal for the first three seasons for Hungary, Romania and Slovakia. Also, in the U.S., NCircle Entertainment has signed for home entertainment rights for Seasons 1-3.

In addition to dropping on Netflix this fall, the new special, “Strawberry Shortcake and the Beast of Berry Bog,” will have its linear broadcast premiere on WildBrain’s Family Jr. channel in Canada.

Visit WildBrain CPLG at stand B171 at Brand Licensing Europe, Oct. 4-6, to learn about licensing opportunities for “The World of Strawberry Shortcake.”

Register for your free visitor ticket for Brand Licensing Europe 2023.

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

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