Strawberry Shortcake Brand Hits $2b Sales Benchmark

Few children's entertainment properties have been able to consistently adapt to changing demographical trends and industry idiosyncrasies all the while reinventing itself in the digital age. Redeveloping a popular property may be simple for some, but applying that property in a variety of new media so that if looks, feels and is relevant to its varying demography is an entirely new challenge. The Strawberry Shortcake brand, since making its way into every major United States retailer with a new look, has been successful as it continually keys in on girls-skewed audiences. Television animation programming, DVD releases, theatrical releases, oodles of merchandise and global marketing initiatives are all but a fraction of the contributive functions of Strawberry Shortcake's recent success.

Cumulatively, from 2003-2007, Strawberry Shortcake has registered more than $2 billion in worldwide retail sales. Between DiC Entertainment and American Greetings Properties, the Strawberry Shortcake brand has become an international success in several media while still maintaining a strong presence in the domestic market. 300+ licensees and reaching a fever pitch of interactivity with several audiences through music, home video, theatrical presentations and television broadcast, Strawberry Shortcake is popular, very popular.

Labeled as a multi-dimensional entertainment franchise by its managers, Strawberry Shortcake has brought its rosy-cheeked adolescent curiosity into the lives of several viewers; and from the current outlook of the property, will continue to do so for several more years. DIC and American Greetings Properties will reportedly work with partners to build the franchise with new brand themes (dance, music, fairytale, western and Hollywood glamour), content, categories and distribution channels in development through 2010.

"We are thrilled with the phenomenal success of Strawberry Shortcake over the past four years which has exceeded our expectations and secured its position as one of the top girls' brands of all time," Andy Heyward, Chairman & CEO, DIC Entertainment, commented. "American Greetings has created a timeless brand and we salute them and our network of partners and agents who have contributed to this tremendous achievement." He continues, "We look forward to the continued growth and success of the brand as we all work to deliver fresh and innovative ideas that will keep our retailer partners excited and fans coming back for more."

Featured as an animated television series on DiC Entertainment's KEWLopolis Saturday morning programming block [related A.I. news: "CBS & DiC Establish KEWLopolis, Saturdays"], the Strawberry Shortcake brand has found comfort with its first major broadcast network debut this September. The program is anticipating a full run of twenty-six original episodes of television animation. Strawberry Shortcake also airs on the syndicated programming block, DiC Kid's Network. The program continues to receive industry recognition, garnering three LIMA nominations this year for "Best Overall License of the Year," "Best Character Brand License of the Year" and "Best Character Brand for Hard Lines."