WildBrain has announced further expansion to its offering for its Strawberry Shortcake franchise with new licensing partnerships, creative activations and a distribution deal.

WildBrain CPLG has secured several global licensing partnerships, including with Funko for their pop figures, A Leading Role for costume apparel and accessories, SkinnyDip for phone cases and Diamond Art Club for craft projects. Existing partner, Dolls Kill, has also launched a second collection globally, which has expanded to include homewares alongside apparel and accessories.

In the U.S., new partners include Hunnideux for character-inspired make-up palettes; Little Bird Bamboo for matching “mommy & me” sets and infant and toddler apparel; Goose Creek Candles for strawberry-scented candles; Hot Topic for a direct-to-retail collection spanning apparel, accessories, beauty and footwear and an expansion of a current deal with Centric to now include beauty. A recent collection from Loungefly (part of Funko) of scented bags and accessories was launched at SXSW, with four out of the five designs almost immediately selling out. American Girl has launched Strawberry Shortcake doll accessories for the ’80s Courtney Doll in the U.S. and Canada, including doll pajamas, girl pajamas and a sleepover set, while in Australia, Peter Alexander recently launched a sleepwear collection that sold out within a week.

WildBrain’s in-house franchise team has also inked new partnerships and activations in the U.S. including Color Me Mine for a paint-your-own pottery studio experience; CAMP, a family experience company with locations across the U.S. and new and renewed promotional partnerships with Dana’s Bakery, Sunkist Growers (oranges, lemons and limes), Crofter’s Organic (jams and fruit spreads), Chuao Chocolatier and gift-giving site, Lula’s Garden. Sprinkle Pop has launched Strawberry Shortcake baking decorations, and Fla-Vor-Ice has launched a Strawberry Shortcake-themed promotion for their freezer pops.

Strawberry Shortcake apparel, Dolls Kill.

“We’ve seen incredible growth in Strawberry Shortcake fandom this year, with this iconic character continuing to capture the hearts of audiences young and old around the world,” says Elizabeth Litten Miller, vice president, franchise strategy, WildBrain. “As we harness WildBrain’s 360-degree approach to brand-building across content creation, audience engagement and global licensing, the soaring popularity of the World of Strawberry Shortcake has generated not only new content deals, but a whole new wave of licensing opportunities and innovative activations. We’re thrilled that partners and fans are embracing Strawberry Shortcake to celebrate her message of diversity, creativity and friendship in so many imaginative and inspiring ways.”

Season 3 of “Berry in the Big City” launches on the official Strawberry Shortcake YouTube channel on July 15 and is also available on Netflix.

Visit WildBrain CPLG at Licensing Expo booth F214 for Strawberry Shortcake licensing opportunities.

Register for Licensing Expo 2023.