WildBrain is expanding the global reach of its beloved Strawberry Shortcake franchise with a vibrant international program of immersive brand activations and cross-category licensing partnerships, bringing Strawberry’s message of friendship, creativity and sweetness to fans around the world.
These new partnerships follow WildBrain’s recent announcement unveiling a vibrant slate of new original content featuring a CG refresh of classic Strawberry Shortcake, rolling out across WildBrain’s digital network.
Serving up sweet experiences across North America
WildBrain is bringing the world of Strawberry Shortcake to life through sweet experiential activations to connect with fans across North America.
The tour kicked off in New York City through a new partnership with iconic toy retailer FAO Schwarz, featuring a 60-day swing shop and window takeover at the world-famous Rockefeller Center. Launched April 8, the activation spotlights Strawberry Shortcake and her “berry besties” through a curated assortment of products and eye-catching displays that celebrate the brand’s sweet world and enduring charm.
Also in April, Strawberry Shortcake headed to San Diego for a delicious debut with CAKE PICNIC, the global community event with one simple rule—no cake, no entry. Held on April 25 at the Museum of Contemporary Art San Diego, the gathering welcomed approximately 150 home bakers for a joyful celebration of cake, community and creativity. As the centerpiece, celebrity baker Ashley Holt (Bake Squad, Chopped) unveiled a five-foot, multi-tiered cake sculpture inspired by Strawberryland, featuring Strawberry Shortcake alongside her cat Custard and berry besties Orange Blossom and Huckleberry Pie. Holt was onsite putting the finishing touches on her creation and greeting guests, joined by the Strawberry Shortcake mascot, who handed out branded tote bags emblazoned with Strawberry’s motto “Baking the world a better place!”.
Next, Strawberry Shortcake travels to Mexico City to take part in FYJA (Flowers and Gardens Festival), one of the city’s most anticipated annual celebrations, in a deal brokered by WildBrain’s L&M agent for Mexico, La Panaderia. From April 30 to May 3, Strawberry Shortcake will be featured along Masaryk Avenue in Polanco through a striking five-foot floral sculpture crafted using native plants, organic textures and popular Mexican flowers chosen for their colour, symbolism and cultural meaning, the installation will depict “Rosita Fresita”—as Strawberry Shortcake is known in Mexico—alongside her strawberry house and cat “Cremita”, creating a multisensory experience that’s sweet to see and smell.
The following week, Strawberry Shortcake will continue the celebration with a Mother’s Day pop-up tour across three Mexico City malls from May 8 to May 10. Fans will be invited to snap photos with Strawberry and share on social using the hashtag #frutiamigas—Spanish for “Berry Besties”—to receive sweet surprises including sugar cookies and product prizing.
Erin Morris, VP Global Franchise Strategy & Retail of WildBrain, said:
“Strawberry Shortcake has always stood for friendship and sweetness, and those values continue to guide how we grow the brand today. As we deliver immersive experiences like CAKE PICNIC—which we hope to continue on a global scale—along with a strong, diversified licensing program, we’re meeting fans of all ages where they are and inviting them to engage with our ‘berry best’ characters in meaningful and joyful ways.”
Delivering a fresh lineup of cross-category licensing collaborations
Alongside its growing program of experiences, a fresh lineup of licensing partnerships, brokered by WildBrain CPLG, continues to extend Strawberry Shortcake’s sweetness across consumer products.
In apparel and accessories, new collaborations in the U.S. and Canada include Birdie Bean for a line of bamboo Mommy & Me sleepwear; KT by Knix for Strawberry Shortcake-themed swimwear for teens; Crocs for branded fashion and footwear accessories; and Sunscape Eyewear for fashion sunglasses. In EMEA, new collaborations include Fashion UK (MENA); The Souled Store (India); Blues Nightwear (UK); Brand Alliance (UK); and Elyaf Group (Germany).
In lifestyle and food & beverage, new partners in the U.S. and Canada include Pop Daddy Snacks for Strawberry Shortcake Baked Puffs; Velondi’s Gupperz for cake-shaped filled gummy candies; laundry detergent company Earth Breeze; Hubman and Chubgirl for stylized stationery and accessories; Plum Deluxe for a charming assortment of teas, mugs, teapots and gift sets; and Riley Blake Designs for printed and dyed fabrics, sewing notions and project kits.
To learn more about licensing opportunities for Strawberry Shortcake, please visit WildBrain during Vegas Licensing Expo at its dedicated Franchise booth (#M194), just steps from the WildBrain CPLG booth (#J204).
