Playmates Toys is taking on a sweet role for 2006, launching a new line of Strawberry Shortcake dolls and toys as the new master toy licensee for the brand.
To support the brand, Playmates Toys will rollout TV ads and promotion campaigns in 2006. The new line will include mini magnet dolls and playsets, Tiny Treats mini-keychains, Berry & Bead Shops playsets, fashion and hair play dolls and playsets, soft body dolls, a Fruity Fun Salon playset and role-play sets. The Playmates’ Strawberry Shortcake collection will hit retail stores in the spring of 2006.
Fox Home Entertainment is one of many partners that will support the Strawberry Shortcake brand. The studio plans to release three new specials on home video in 2006. The first-ever Strawberry Shortcake feature film will hit theaters next fall, followed by a DVD release in 2007.
First introduced in 1980, the Strawberry Shortcake brand generated more than $1 billion in retail sales between 1980 an 1985. American Greetings, the exclusive worldwide licensing agent, and DIC Entertainment, a children’s entertainment company, reintroduced the brand in 2003. The brand is expected to top $1 billion, cumulatively, by the end of 2005.
“This brand has proven to be more than evergreen—it is a true phenomenon,” said Lou Novak, president, Playmates Toys, in a statement. “Our lineup of toys will excite current fans with a fresh new look for the characters and attract new girls to this timeless franchise.”
“We are thrilled to bring Playmates onboard to enhance our continued efforts to expand the Strawberry Shortcake program with new and compelling product offerings,” said Nancy Fowler, president, Worldwide Consumer Products, DIC, in a statement. “The new toy line looks fresh and reflects the core attributes that have made the franchise such a phenomenal success.”
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