As Teletubbies looks forward to its milestone 30th anniversary in 2027, Licensing Magazine speaks to Erin Morris, VP, Global Franchise Strategy & Retail at WildBrain, to discuss how the company’s holistic 360° approach—spanning content creation, audience engagement, and global licensing—is driving the global expansion of beloved franchises Teletubbies and Strawberry Shortcake.
A Unified Strategy for Global Expansion
The global expansion of our iconic Teletubbies and Strawberry Shortcake franchises is driven by a unified multi-year strategy that leverages their rich heritage, cross-generational appeal, and growing pop culture relevance. These beloved brands continue to resonate with fans worldwide, and we’re building on that momentum through content that spans all major platforms, immersive brand activations, and strategic licensing partnerships. Localization is central to our franchise strategy, ensuring our brands truly resonate with fans in each territory.
Teletubbies at 30: A Legacy Reimagined
As we look ahead to the Teletubbies’ 30th anniversary in 2027, we’re building on the global success of the brand as a pioneering preschool series, expanding its reach and relevance for today’s fans and families.
We’re focused on developing an exciting new slate of Teletubbies content for preschool audiences, complemented by an international licensing programme that targets both preschoolers and their parents. Our colourful quartet continues to perform exceptionally well in key regions, including North America, the U.K., Latin America, and Asia-Pacific. Recent licensing collaborations include a global partnership with CASETiFY, the launch of a digital game with Smobler, and an expanded cosmetics collection from Korean brand MISSHA.
The Teletubbies continue to experience a remarkable resurgence among Gen Z audiences, fueled by a wave of celebrity fans who have propelled the brand into the heart of pop culture. From collaborative posts with fashion icons to trending TikTok dances and influencer shoutouts, our digital strategy has transformed Teletubbies into a social media phenomenon. Combined with the fact that many Gen Z fans are now becoming parents themselves, this creates a compelling proposition for partners.
Strawberry Shortcake: Sweet Global Growth Across Categories
Strawberry Shortcake continues to capture the hearts of fans and families worldwide. Our popular “Berry Besties” campaign remains a key driver of engagement, spotlighting Strawberry Shortcake’s cherished circle of friends.
In the digital space, we’re partnering with Basket Entertainment to integrate Strawberry Shortcake and her “Berry Besties” into the highly successful Roblox game Cake Off! with a cake-decorating competition experience launching in October. And for the very first time, we’re bringing beloved songs from the popular animated WildBrain series Berry in the Big City and Berry Bitty Adventures to fans on music streaming platforms in a collaboration with Magic Star Kids. Strawberry Shortcake also continues to grow across key licensing categories with partners such as Scentbird, Crocs, Goodie Two-Shoes, and Precious Moments, unveiling new and expanded collections.
Looking ahead, we unveil our 2026 brand theme—Purrfect Pets—at Brand Licensing Europe, offering even more opportunities for partners to bring the magic of Strawberry Shortcake to life for fans around the world.
