With the original Millennials and Gen Z fans sharing their childhood favorites with their kids, Teletubbies and Strawberry Shortcake continue to resonate across generations. Erin Morris, VP Global Franchise Strategy & Retail at Wildbrain, shares how digital content, brand activations, and licensing partnerships play a key role in driving pop culture appeal.
Teletubbies turns 30 in 2027! How are you celebrating this milestone?
Teletubbies incredible 30th anniversary in 2027, we are celebrating the original preschool series’ unique position as a truly distinctive show – breaking boundaries by speaking to kids in their language and using words and childlike mannerisms that reflect their development.
Our commitment to these nostalgic roots frames our strategy today. We are focused on the global expansion of the brand in key markets across North America, Latin America, Asia, and Europe. Our licensing program is underpinned by an expansive content offering across all platforms worldwide, with more new content in the pipeline.
How are you leveraging social media and brand partnerships to strengthen Teletubbies’ multi-generational fan appeal?
Social and digital engagement is a key strategy in our franchise plan. We’re seeing triple-digit growth on TikTok and Instagram, thanks to Teletubbies’ playful, fun, and offbeat nature as well as a nostalgic appeal that really resonates with Gen Z. Our social strategy continues to drive fandom, coupled with a hugely successful ‘kidult’ licensing program that features collaborations with fashion brands, such as Dolls Kills and Cakeworthy, and beauty brands including Glisten Cosmetics and MISSHA.
In North America, we have a solid roster of cross-category licensees including Isaac Morris, Accessory Innovations, Culture Fly, Jay Franco, Centric Brands, Taste Beauty, Concept One, Goodie Two Sleeves, BBC, High Point Designs, Loungefly, TeeTurtle, and The Loyal Subjects, and we’re excited to start bringing partners onboard globally.
How are you connecting with Gen Z beyond screens?
For Gen Z, Teletubbies has come to represent belonging and inclusiveness. The ‘House of Teletubbies’, a multi-city art and fashion tour, taps into nostalgia with stops around the globe. Their vibrancy is an inspiration for all, appearing at many events in Los Angeles, London, Bangkok Pride, and more. The Teletubbies will continue sharing their ‘Tubby love’ around the world in 2025 and beyond, celebrating uniqueness, humor, and joy.
As for Strawberry Shortcake, could you highlight upcoming plans and projects?
Strawberry Shortcake has enduring appeal with girls, trend-setting young women, and moms embracing her nostalgic world more than ever. This year, we’re celebrating the power of friendship in a year-long campaign that puts Strawberry Shortcake’s friends – the ‘Berry Besties’ – in the spotlight with exciting brand moments and collaborations. To support this campaign, we’re releasing brand-new classic ‘Berry Besties’ artwork and seasonal style guides, offering exciting opportunities for our existing and new licensing partners.
Our Care Bears X Strawberry Shortcake partnership with CloudoCo Entertainment has seen a line-up of co-branded capsule collections from partners, including Samii Ryan, Dolls Kill, PSD, Blank Tag Co., FYE, Cakeworthy and Sweet Peas Co., and more planned in 2025 and beyond. Additionally, Strawberry Shortcake and the ‘Berry Besties’ are teaming up with Sanrio in two new collaborations: the first with My Melody launched in Spring 2025, and a very special brand mash-up with Hello Kitty & Friends is launching in Fall. Both collaborations feature licensed collections from leading partners, such as Jazwares, Bioworld, Loungefly, and more.
How are you leveraging digital platforms to engage audiences?
We’re seeing momentum for Strawberry Shortcake amongst our core audiences, with engagement on social channels rapidly growing to drive worldwide sales of licensed products. Social and digital is a huge focus for us, and it is paying off. YouTube statistics for 2024 placed Strawberry Shortcake as the second most viewed channel among our competitive set, while follower figures and fan engagements for our Instagram and TikTok channels are seeing triple-digit growth.
Any updates on recent retail and licensing partnerships?
Strawberry Shortcake is experiencing solid placement and sales across all retail channels, particularly in the U.S. and Canada. Specialty partners like Box Lunch and Hot Topic have enjoyed strong sell-throughs with Strawberry Shortcake. Additionally, trend leader Five Below saw the launch of an extensive cross-category range in stores nationwide. Growth is accelerating in other countries, with Primark launching this month in the UK, and Riva in the Middle East.
We’re also driving category expansion, such as in health and beauty with Scentbird’s iconic fragrance and Celavi’s self-care line, and in consumables with Kung Fu Tea’s flavored bubble teas and FYE’s candies and sodas. Additionally, Strawberry Shortcake is thriving in fashion and home with multiple partners, including Mad Engine, Issac Morris, Hybrid, Loungefly, Accessory Innovations, Jay Franco, Concept One, Handcraft, Ground Up, BBC, Skinnydip, and more.
