Strawberry Shortcake is back and berry ready for her closeup!
WildBrain is bringing back the sweetest baker around, but with a cool new look and a confident, savvy attitude. This relaunch marks the beginning of a new era for Strawberry Shortcake, with a slew of new products and an animated series.
“Strawberry Shortcake has brought so much joy to children over the years,” says WildBrain Chief Brands Officer Michael Riley, noting that the company is reimagining the brand for a tech-savvy new generation. “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.”
To celebrate Strawberry’s relaunch, Moose Toys has been appointed Strawberry Shortcake’s master toy partner. The company has been hard at work developing a line of new Strawberry Shortcake toys and playsets, set to be unveiled in 2022. Strawberry fans will be excited to hear that her signature scent is set to return in a line of collectible dolls.
“[WildBrain’s] 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,” says Menal McGrath, vice president, global licensing, Moose Toys. “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.”
WildBrain is also releasing a new animated kids series, called Berry in the Big City. It will follow Strawberry Shortcake into the future as she travels to the Big Apple City. With her cat Custard, she teams up with her new berry besties, Orange Blossom, Lime Chiffon, Lemon Meringue, and Blueberry Muffin. Working together, the girls run their own food trucks and enjoy adventures filled with laughter and singing as they “bake the world a better place!”
Additionally, WildBrain has expanded its existing Strawberry Shortcake partnerships with Penguin Young Readers Licenses for a range of Berry in the Big City storybooks, board books, and sticker books, set to arrive in 2022. WildBrain will also be collaborating with new partners, such as Naturipe (strawberries and blueberries), Sunkist Growers (orange, lemons, and limes), Envy Apples, Dippin’ Dots, and more.
The Strawberry Shortcake licensed products will begin to drop in 2022. Until then, the Berry in the Big City animated series premieres on Sept. 18 with a double-episode event. Catch it exclusively on the official Strawberry Shortcake channel on WildBrain Spark — and be sure to check out the trailer below.
