AGP Readies New 'Strawberry Shortcake' Revival

With two DVD releases scheduled for Fall 2008 ("Rockaberry Roll," August; Holiday 3-disc Set, October) and two more DVD releases scheduled for Spring 2009 (currently untitled), it come as no surprise that when the brand re-launches in Fall 2009, AGP is going all out with a feature film release. Additionally, as seems to be the current trend in kids entertainment for some, it should also come as no surprise that AGP's anticipated Strawberry Shortcake movie (August 2009) will be produced with computer animation.

The computer animated theatrical release will be followed closely by a home video release in September of that year. According to its financiers: a major, multimillion dollar marketing campaign is planned, and will include television, print, and online advertising as well as extensive consumer promotions at retail. It has not been clarified if the 2D Strawberry Shortcake will be retained after the brand makeover hits later next year… that is to say, beyond anticipated merchandising and general promotional uses. AGP has also announced its plans for developing "new CGI entertainment," which could very well replace the current delivery of 2D home video items, as additional DVDs and a new animated television series are currently in production (media type unspecified).

And speaking of Strawberry Shortcake's foray into new retailing endeavors, the girl and her sweet as can be friends--or as will be the case in the near future, "fruit forward"-thinking friends, in response to health-conscious consumers--will be emblazoned on apparel for tweens, teens and young adults under a new, Classic Strawberry Shortcake label.

Partnering with present, global licensing agent DiC Entertainment, American Greetings Properties is looking forward to enhancing the toy, clothing, and broadcast potential of this successful property.

In a related business announcement, AGP has noted that the greater Hasbro, Inc. group will be taking over the master toy license for Strawberry Shortcake, effective January 2009.

Most recently, Playmates Toys, has been the master toy licensee for the brand.

But this appointment of Hasbro, Inc. is more of a homecoming of sorts for Shortcake, as the Kenner Toy Company, which became part of Hasbro back in 1991, was the original toy partner for Strawberry Shortcake (and AGP managed Care Bears) when first launched in the 1980s. Hasbro will be developing a full line of toys for both Care Bears and the new Strawberry Shortcake, including plush, dolls, play sets, games, puzzles and figures, as well as other, new categories yet to be introduced.

"Strawberry Shortcake [has] a strong history with Hasbro, and we are thrilled to be working with them on our two biggest classic brands," Tamra Knepfer, Senior Vice President, Consumer Products, American Greetings Properties stated. "Hasbro has unparalleled experience leveraging evergreen franchises with toy lines at retail and we are incredibly excited about the innovation, marketing, and retail presence that this alliance brings to both brands as we look to grow both here in the U.S. and around the world."

(Sources: American Greetings Properties, The New York Times)

Related 'Strawberry Shortcake' News at Animation Insider:
"'Strawberry Shortcake' Gains Influence Overseas" at AnimationInsider.net (05/2008)
"DiC Entertainment Launches KEWLCartoons.com" at AnimationInsider.net (02/2008)
"Strawberry Shortcake Brand Hits $2b Sales Benchmark" at AnimationInsider.net (09/2007)