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WildBrain whips up global appetite for Strawberry Shortcake

WildBrain has revealed a fresh serving of sweet licensing deals, brand activations and content distribution deals for Strawberry Shortcake, with the brand building momentum towards the 2 October streaming premiere on Netflix of the new CG-animated special, Strawberry Shortcake and the Beast of Berry Bog.

Produced by WildBrain Studios, the new spooky Halloween-themed special is the first of four seasonal specials coming to Netflix in 2023 and 2024.

WildBrain CPLG has lined up a roster of new licensees and activations for Strawberry Shortcake, including a deal with global retailer MINISO as part of a wider partnership which also includes WildBrain’s Teletubbies and In the Night Garden.

Additional new partners fresh to Strawberry include The Knot Churros, which held a nine-week summer pop up at two London stores, featuring menu items flavoured around the characters of Berry in the Big City.

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

In the digital space, Strawberry Shortcake: Berry in the Big City will feature in a new mobile gaming app launching this September from TapTap Tales, while Baretree Media has launched themed mobile sticker packs.

Vampyre Cosmetics is launching a range of Strawberry Shortcake-inspired make-up palettes, lipstick, lip glosses, makeup bags, eyeliner, mascara and eyelashes; Goose Creek Candles will be expanding its scent collection for this winter and for Valentine’s Day 2024; and Cakeworthy is preparing to debut a Strawberry Shortcake capsule apparel collection plus accessories, stationery and homewares in the US, Canada and UK from March 2024.

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

“The World of Strawberry Shortcake continues to soar in popularity,” commented Elizabeth Litten Miller, vp franchise strategy at 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 2 October, 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.”

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