American Greetings Properties' Strawberry Shortcake has partnered with Alex's Lemonade Stand Foundation in support of childhood cancer awareness month.
The partnership is encouraging volunteers to host Strawberry Shortcake Alex's Lemonade stands this month with all funds raised going toward ALSF. In addition, American Greetings and CPLG, Cookie Jar Entertainment's licensing arm, have pledged to donate $50 to ALSF for every strawberry lemonade stand registered on behalf of Strawberry Shortcake.
"As global licensing agency for Strawberry Shortcake, CPLG is excited by our role in securing this partnership for American Greetings because it will activate the brand and engage consumers on a grassroots level while doing something very sweet for a great cause involving children," says Michael Berreth, Cookie Jar's head of marketing. "Given the importance of social media in today's society, this viral promotion is sure to help make a difference."