In the run-up to Licensing Expo, WildBrain has unveiled a raft of new brand activations and cross-category licensing partnerships for its beloved Strawberry Shortcake IP.
The new licensing program follows the news of a lineup of CGI original content for the franchise that is rolling out across WildBrain’s digital network.
In North America, there’s a new partnership with FAO Schwarz that includes a 60-day swing shop and window takeover at Rockefeller Center, which launched earlier this month. Also this month, the brand appeared at the CAKE PICNIC event in San Diego for home bakers. Celebrity baker Ashley Holt unveiled a five-foot, multi-tiered cake sculpture inspired by Strawberryland.
In Mexico, Strawberry Shortcake will be featured at FYJA (Flowers and Gardens Festival), in a deal brokered by WildBrain’s L&M agent for Mexico, La Panaderia, and at a Mother’s Day pop-up tour.
“Strawberry Shortcake has always stood for friendship and sweetness, and those values continue to guide how we grow the brand today,” said Erin Morris, VP of global franchise strategy and retail at WildBrain. “As we deliver immersive experiences like CAKE PICNIC—which we hope to continue on a global scale—along with a strong, diversified licensing program, we’re meeting fans of all ages where they are and inviting them to engage with our ‘berry best’ characters in meaningful and joyful ways.”
On the consumer products side, meanwhile, there’s a wealth of new apparel and accessories. In the U.S. and Canada, partners include Birdie Bean for bamboo Mommy & Me sleepwear, KT by Knix for swimwear for teens, Crocs for branded fashion and footwear accessories, and Sunscape Eyewear for fashion sunglasses. Elsewhere, new collaborations include Fashion UK (MENA), The Souled Store (India), Blues Nightwear (UK), Brand Alliance (UK), and Elyaf Group (Germany).
WildBrain also has new F&B partners in the U.S. and Canada with Pop Daddy Snacks for Strawberry Shortcake Baked Puffs; Velondi’s Gupperz for cake-shaped filled gummy candies; laundry detergent company Earth Breeze; Hubman and Chubgirl for stylized stationery and accessories; Plum Deluxe for teas, mugs, teapots, and gift sets; and Riley Blake Designs for printed and dyed fabrics, sewing notions, and project kits.
