Strawberry Shortcake Brand Sweetens Malls Via Tour, Sweeps
The Strawberry Shortcake brand is out with a new promotion touting its Berry Princess line with a 10-city meet-and-greet character mall tour and sweepstakes that will treat one grand-prize winner and a guest as “princesses” for the day.
Next month, American Greeting and DIC Entertainment will roll out the Berry Princess Meet & Greet tour at malls across the country offering photo opportunities with Strawberry Shortcake. Kids must bring their own cameras. The tour kicks off Oct. 1 and 2 at Westfield Valley Fair in Santa Clara, CA.
The tour will stop in Westfield malls in Vancouver, WA, St. Louis, MO, Strongsville, OH, Valencia, CA, Trumbull, CT, Vernon Hills, IL, Tampa, FL, El Cajon, CA, and Massapequa, NY.
In-mall advertising and radio spots on radio Disney support.
Highlighting the tour will be the Berry Princess Day sweepstakes, which is designed to boost Fox Home Entertainment’s upcoming video release of Dress up Days, which hits stores Oct. 18. Consumers can enter the sweepstakes online at Strawberryshortcake.com. The top winner will get a weekend trip with their child to New York City, hotel accommodations, a carriage ride in Central Park, a $250 gift certificate to shop at a toy retailer and $250 spending money.
Fifty first-prize winners will receive a Berry Princess Entertainment Pack, which will include the Dress Up Days DVD, the Berry Princess book and the Music for Dress Up Days CD.
“We…wanted to give young girls and moms another opportunity to engage in the brand with the Berry Princess promotion,” said Jedd Gold, VP-marketing, DIC, the worldwide licensing agent for the brand, in a statement.
The sweeps is open to parents of children ages three to 12 and ends Dec. 15. Print ads in Nick Jr. Family Magazine and online ads support.
