WildBrain Inks Licensing Deals for ‘Teletubbies,’ ‘Strawberry Shortcake’ and ‘In The Night Garden’

Visit WildBrain CPLG at Licensing Expo for licensing and partnership opportunities.

License Global

May 20, 2024

4 Min Read
Po "Teletubbies" Glisten Cosmetics eyeliner palette
Po "Teletubbies" Glisten Cosmetics eyeliner paletteWildBrain, Donna-Ford

WildBrain has expanded its licensing portfolios for its “Teletubbies,” “Strawberry Shortcake” and “In the Night Garden” franchises, with new consumer products partnerships announced ahead of Licensing Expo. The latest global collaborations celebrate the nostalgic appeal and enduring cross-generational fandom of these legacy properties.

“The fandom for our beloved franchises, ‘Teletubbies,’ ‘Strawberry Shortcake’ and ‘In the Night Garden’ is soaring across demographics and territories around the world,” says Elizabeth Litten Miller, vice president, franchise strategy, WildBrain. “As the heritage of these brands continues to resonate, our latest licensing partnerships and activations bring their pop-culture appeal to life in unique, playful and eye-catching ways.”

“House of Teletubbies” World Tour

Following last year’s “House of Teletubbies” LA pop-up at the World of Wonder headquarters, the “Teletubbies” are bringing their message of “Big Hugs” to the global stage, partnering with artists, culture drivers, retailers and fashion houses around the world. Launching this summer with activations throughout 2025, the “House of Teletubbies” world tour will celebrate the colorful quartet through pop-up stores and event activations, Pride events and conventions, along with art installations and stand-out fashion moments.

To kick off the world tour in June, the Teletubbies are traveling to Thailand to partner with retail company, Siam Piwat, for Bangkok Pride. The Teletubbies will then head to Las Vegas in June, partnering with Los Angeles-based artist, ONCH, who specializes in wearable art, for an immersive pop-up at Kappa Toys in AREA15. The pop-up will include Teletubbies merchandise from several partners across apparel, collectibles and accessories.

In July, the Teletubbies will again sashay their way to RuPaul’s DragCon LA, where fans can relive their childhood with a special meet-and-greet, plus participate in a range of family fun activities in the Teletubbies-sponsored Kids Zone.

New Licensing Partnerships for Teletubbies

In a global collaboration timed to Pride month in the U.S. and U.K. this June, Glisten Cosmetics is releasing a new line featuring four eyeliner palettes inspired by Tinky Winky, Dipsy, Laa-Laa and Po. The full collection also features Tubby Custard highlighter, Tubby Toast powder puffs and makeup brushes and a mirror inspired by the iconic Sun Baby. The line also includes four Teletubbies totes and makeup bags for travel.

WildBrain’s official “Teletubbies” direct-to-consumer webshop, from licensee Star Editions, continues to engage global fans with new products and collections, including the recent limited-edition apparel collabs around Tubby Toast and an upcoming collection that brings together the Teletubbies, Strawberry Shortcake and street art collective, MurWalls.

In further worldwide partnerships, Koi Footwear has announced an expanded range that features kids’ styles alongside adult footwear. In the U.S. and Canada, TeeTurtle is set to launch a range of Teletubbies plush toys in summer 2025.

In China, new licensees include Shenzhen Pindao Catering Management Co. Ltd for a promotion with premium tea brand, Naixue Tea, and Sunny Fields Enterprise, the China arm of Little Freddie, for baby food.

Strawberry Shortcake New Licensing Deals and Activations

As Strawberry Shortcake celebrates her 45th anniversary this year, the brand continues to expand into new categories, including food and beverage, cosmetics and more. Retailer, FYE, is featuring an in-store takeover with Strawberry Shortcake sweet treats, including sugared gummies, freeze-dried ice cream and sodas. FYE is also carrying exclusive Strawberry Shortcake products from other licensees in-store and online, including Mad Engine’s ceramic bowl, drink tumbler and matching mug. A second drop is planned for June.

A new partnership with digital nail salon, Pamper Nails, saw the launch of a Strawberry Shortcake mystery box in April, featuring custom nails and manicure accessories in picnic basket-themed packaging. In the U.S. and Canada, TeeTurtle is set to launch a range of scented plush toys for Strawberry Shortcake in July.

In the Nordics, Hybris has come on board for apparel and accessories, along with a direct-to-consumer deal for apparel via Shirtstore. In the U.S., Canada, Australia and New Zealand, LYA Design has signed a deal for an apparel line that celebrates Strawberry Shortcake.

New Consumer Products for In the Night Garden

In the Night Garden has announced a new global deal with Tonies, which will see the launch of an Upsy Daisy figure, while master toy licensee, Golden Bear, is developing new plush and toys in the U.K. These new products follow the launch of In the Night Garden products in MINISO stores globally last year, which included a flagship store takeover in Guangzhou, China, garnering a strong presence on social media.

To learn more about licensing opportunities for “Teletubbies,” “Strawberry Shortcake” and “In the Night Garden,” visit WildBrain’s dedicated licensing agency, WildBrain CPLG, at booth J206 at Licensing Expo.

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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