News
Strawberry Shortcake heads into Eastern Europe
Samantha Loveday May 6 2008, 10:19am
DIC and Plus Licens join forces to push franchise into new territories.
Global brand management company DIC Entertainment has appointed Plus Licens as the merchandising and publishing agent for Strawberry Shortcake in Central and Eastern Europe.
"Strawberry Shortcake represents a valuable strengthening of our Eastern European portfolio," said Peder Tamm, president of Plus Licens AB. "The classic Strawberry Shortcake franchise was one of the biggest licensing innovations of its time, and the power of the relaunched brand combined with Plus Licens' fashion design experience and market position in Eastern Europe, should provide the base for a brightening long-term future for Strawberry Shortcake in these territories."
First introduced in 1980 by American Greetings, Strawberry Shortcake was originally created for greetings cards, but has since grown into a multi-dimensional entertainment franchise including toys, TV and home entertainment amongst other sectors.
Since American Greetings and DIC relaunched the property in 2003, Strawberry Shortcake has generated more than $2.5 billion in worldwide retail sales, with more than 300 licensees worldwide.
