WildBrain taps Moose Toys as mater toy partner for Strawberry Shortcake revival

WildBrain has partnered with Moose Toys to bring the 40 year old Strawberry Shortcake franchise to the modern day consumer, reigniting the brand with a ‘cool new look, and confident, savvy attitude for today’s kids’ in the form of a new animated series, and scented doll line.

Having started out as a Valentine’s Day greeting card back in 1973, Strawberry Shortcake went on to become adored by a generation of youngsters thanks to the success of a subsequent range of little dolls with a signature strawberry scent.

Thanks to WildBrain, the brand is undergoing a revitalisation with the launch of the new animated series, Berry in the Big City, as well as a new global franchise programme designed to ‘inspire and bring joy to today’s girls through events, toys, games, books, music, learning, and experiences.’

Michael Riley, chief brands officer, WildBrain, said: “Strawberry Shortcake has brought so much joy to children over the years, and now we’re thrilled to provide today’s generation with the opportunity to create new experiences and memories with the brand.

“While staying true to what makes Strawberry Shortcake special – her sweetness, scent and joyful strawberry motif – this new vision aims to inspire today’s girls with relevant and empowering themes of diversity, sustainability and entrepreneurship.

“We’ve teamed up with some amazing brand partners and have a fantastic schedule of events, social campaigns and activations lined up for the brand beginning this fall. Whether it’s baking with Mom in the kitchen, playing with scented dolls, enjoying new content on YouTube, immersing themselves in Roblox, or reading books and listening to music, today’s little girls are going to love making the new Strawberry Shortcake a big part of their lives.”

The relaunch marks what the firm has billed as the ‘beginning of a brand new era for Strawberry Shortcake’ with new content in production, digital distribution and consumer products licensing all waiting in the wings. The mission is to deliver Strawberry Shortcake to its glory, and harness the might of the brand saw roaring success in the 1980s when it was licensed across some $500 million worth of consumer products.

It went on to sell over five million dolls and has generated more than US $4 billion at retail to date.

Berry in the Big City will premiere on September 18th this year with an exclusive double-episode event on the official Strawberry Shortcake channel on WildBrain Spark, the firm’s AVOD network on YouTube and YouTube Kids.

Fans of Strawberry Shortcake can enjoy a sneak peek of Berry in the Big City today in the series trailer unveiled on the official channel, where new episodes will drop each Saturday following the premiere, through June 2022.


Michael Vogel, executive producer and showrunner on Berry in the Big City, said: “Working with WildBrain Studios to reimagine Strawberry Shortcake for Berry in the Big City has been a dream come true. This is a sweet and funny series, with modern, inclusive storytelling that I think today’s kids are going to love.

“We’ve captured all the adorable sweetness of Strawberry Shortcake while giving her a cool new look and a savvy ‘can do’ attitude, perfect to inspire kids to embrace their dreams and do great things.”

Season one of Berry in the Big City delivers 40 four-minute adventures in 2D animation for kids aged three to six. A second 40-episode season of Berry in the Big City has already been greenlit, and WildBrain Studios is also in development on a slate of new, CG-animated 44-minute Strawberry Shortcake family specials for a major streaming platform.

Berry in the Big City also features 10 original songs that will be released next year as animated lyric videos for kids to sing along with and enjoy on WildBrain Spark’s official Strawberry Shortcake channel.

Ragdoll to Roblox: Strawberry Shortcake Graduates to 3D Digital Gaming

In addition to starring in a brand-new series, Strawberry Shortcake is graduating for the first time to the digital universe of Roblox. Beginning October 2, kids can enjoy WildBrain’s brand-new Roblox game, Baking with Strawberry Shortcake, which marks the brand’s debut on the 3D digital gaming platforms for kids.

Baking with Strawberry Shortcake invites fans to dive into an interactive 3D adventure, where they can play with each other and engage with Strawberry Shortcake and her friends in a digital world not available anywhere else.

Meanwhile, and built to heighten the experiential world of Strawberry Shortcake, the franchise programme will feature new toys, apparel, books and more, plus celebrity spotlights, social media activations, brand partnerships, baking demonstrations and friendly competitions.

WildBrain has appointed Moose Toys as Master Toy Partner for Strawberry Shortcake. Moose Toys has been working alongside WildBrain CPLG to develop a new line of Strawberry Shortcake toys and play-sets, all of which will be unveiled in early 2022.

Menal McGrath, vice president, global licensing, Moose Toys, said: “We’re thrilled to collaborate with WildBrain. Their position as a ‘new generation’ kids’ entertainment leader makes them the ideal partner to introduce today’s kids to such a beloved and iconic property.

“This aspirational, fun and fresh reimagining of Strawberry Shortcake gives us an incredibly exciting platform to deliver never-before-seen, ‘wow’ products that will redefine how consumers see and experience the brand.”

Additionally, WildBrain CPLG has expanded its existing Strawberry Shortcake partnership with Penguin Young Readers Licenses, an imprint of Penguin Random House, for a range of new Berry in the Big City story books, board books and sticker books, set to launch in 2022 in North America.

Other brands launching new Strawberry Shortcake partnerships at retail beginning in early 2022 include Naturipe (strawberries and blueberries), Sunkist Growers (oranges, lemons and limes), Envy Apples (apples), Langers (juice), Zolli Candy (dentist-approved lollipops), Dippin’ Dots (ice cream), Snip-Its (kids hair salons), Challenge Butter (butter) and more.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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