By Allison Watkinson
TLL Reporter
WildBrain’s Strawberry Shortcake franchise is launching its 45th anniversary with a year-long celebration that includes promotions, collaborations, fan activations and more.
“Strawberry Shortcake’s pop culture appeal and enduring legacy make her one of the most iconic and beloved characters in the world,” said WildBrain director, Melissa Goodrich. “We’re excited to tap into those feelings of nostalgia with classic Strawberry Shortcake and also surprise fans with fun ways they can celebrate the World of Strawberry Shortcake with us.”
The year-long anniversary event will include a wide range of new fashion collections, edible treats, toys, social media content and artwork that focuses on the various iterations of the Strawberry Shortcake character IP.
In February, four professional pastry chefs and bakers will create a range of baking-themed products and offerings in honor of Strawberry Shortcake’s 45th anniversary.
This will include collaborations from Flour Shop founder and cake artist Amirah Kassem, CakesByNams founder Namaya Navaratnarajah, Jennifer Mihalovits of Dough & Arrow and PeachyCakes from America Ramirez.
Amirah Kassem will be sharing a Strawberry Shortcake-inspired cookie decorating kit through Instagram and TikTok. Forty-five fans will receive the special cookie decorating kit from Kassem, which will be used to create confections that will be shared on their social media channels.
Amirah Kassem’s flagship NYC Flour Shop is also featuring a limited-edition World of Strawberry Shortcake take-over event that began on February 14 and will run until Feb. 27, 2024.
A free Strawberry Shortcake sweet treat is being offered to the first 50 people who visit the Flour Shop location on each day of the licensed two-week takeover.
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CakesByNams’ Namaya Navaratnarajah has designed a new Strawberry Shortcake-themed cake collection. The CakeByNams collection includes an extra-special burn cake that was set on fire earlier this month to debut the Strawberry Shortcake 45th anniversary logo across all of the brand’s social media channels.
Jennifer Mihalovits’ Dough & Arrow brand is launching Strawberry Shortcake-inspired cookies throughout this month and America Ramirez’s PeachyCakes is creating themed Strawberry Shortcake cakes and offering special deliveries to select fans.
In the fashion category, a variety of brands and fashion labels such as A Leading Role, Golden Hour at Nordstrom’s, Regina Yazdi, Boy Meets Girl and BoxLunch are launching Strawberry Shortcake products and collections for the year-long celebration.
A Leading Role has designed a Strawberry Shortcake 45th Anniversary capsule collection that features a pink tulle skirt with strawberry sequin decorations and a themed crossbody purse. Golden Hour at Nordstrom’s has created an exclusive Strawberry Shortcake anniversary t-shirt. Fashion designer and artist, Regina Yazdi, has created a pair of limited-edition customized Strawberry Shortcake boots.
On Feb. 20, fans were able to enter a contest for a chance to win a pair of the signature Strawberry Shortcake boots through the official Strawberry Shortcake Instagram channel.
Boy Meets Girl is launching new athletic leisure wear collaborations throughout the year.
The BoxLunch pop-culture retailer has launched a 25-piece Strawberry Shortcake anniversary collection that includes a wide range of apparel, home goods, accessories, jewelry, bags, and more. The collection is currently available online and in BoxLunch store locations across the U.S.
For licensed toys, art and collectibles, The Loyal Subjects, SpooksieBoo and Blank Tag Co have created new Strawberry Shortcake-themed products.
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The Loyal Subjects has developed a line of scent-infused fashion dolls, enamel pins, plush dolls, playsets and collectibles featuring characters from the Strawberry Shortcake franchise.
This is the first release in a long-term licensing partnership between Wildbrain’s Strawberry Shortcake brand and The Loyal Subjects.
SpooksieBoo has launched an illustration collection called The Berry Bestie Collection that features Strawberry Shortcake and the Yo Gabba Gabba! character, Foofa.
Blank Tag Co launched a special collection of waterproof and dishwasher-safe Strawberry Shortcake stickers for Valentine’s Day.
Additional licensing partners for categories such as decor, cosmetics, childrens’ ware, and digital art include Goose Creek Candles, Glamlite Cosmetics, Bare Tree Media and Sweet Peas Co.
Wildbrain has also launched a special Strawberry Shortcake 45th Anniversary Design Challenge in collaboration with the viral e-commerce company, Threadless.
Contest participants are encouraged to create a new design inspired by Strawberry Shortcake for a grand prize of 3,000 USD and a place on the Threadless platform.
Both the second and third place winners will receive awards and a position on Threadless as well.
Since the character’s initial creation in 1973 as a Valentine’s Day-themed American Greeting’s card by artist Barbi Sargent, the Strawberry Shortcake brand has grown into a multi-media entertainment franchise that includes an extensive range of animated content, toys, experiences, books, games and products.
Wildbrain (formerly DHX Media) acquired the global rights to the Strawberry Shortcake franchise and all of its related intellectual property from Iconix Brand Group in June 2017.
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