WildBrain Scores More Licensees for Strawberry Shortcake


WildBrain has signed another wave of licensing partners for both the new and classic versions of the Strawberry Shortcake brand through WildBrain CPLG.

The new version of the brand launched with Berry in the Big City, which debuted on WildBrain Spark in September and will be made available globally on Netflix in spring 2022, with four seasonal specials to follow in 2023. Among the licensees for this new iteration of the brand are I’m the Chef Too! (culinary educational) and Bahama Buck’s (ice cream).

These licensees add to the list of previously announced partners, including Moose Toys (master toy licensee for the brand), Penguin Random House (publishing), Naturipe (strawberries and blueberries), Sunkist Growers (oranges, lemons and limes), Envy Apples (apples), Zolli Candy (dentist-approved lollipops), Dippin’ Dots (ice cream), Snip-Its (kids’ hair salons) and Challenge Butter (butter).

WildBrain also scored deals for the classic Strawberry Shortcake brand. Dolls Kill is planning a capsule collection including themed apparel, outerwear, swimwear, loungewear, intimates, accessories, footwear and home for ladies and juniors. Unique Vintage will launch themed apparel, accessories and home ranges.

Additionally, designer Samii Ryan will release a Strawberry Shortcake apparel and accessories collaboration in early 2022; PacSun will launch ladies and juniors holiday collections by The Forecast Agency in the U.S. and Canada; and Glamlite will debut a cosmetics line in spring 2022.

Michael Riley, chief brands officer at WildBrain, said: “Strawberry Shortcake’s evergreen status as a cherished brand continues to attract major partners across the entertainment and licensing industry. We look forward to building on these strong foundations as we continue to roll out the new Strawberry Shortcake for fans to enjoy on and off-screen.”

Jasen Wright, VP of North America at WildBrain CPLG, added: “Strawberry Shortcake has always had enduring popularity, and the relaunch has seen excitement around this property really ramp up. We’ve seen strong interest from licensees in WildBrain’s new version of the brand, and that halo is fueling a simultaneous renaissance around the classic brand from the 1980s, all of which is testament to the strength of Strawberry Shortcake’s appeal across generations.”