AGP unveils plans for Magic

By Katie Roberts

July 1st 2009 at 10:40AM
AGP unveils plans for Magic

American Greetings Properties will feature Strawberry Shortcake, Care Bears, Madballs and much more at Magic Marketplace 09.

The firm continues to work with global licensing agent Cookie Jar Entertainment on the Strawberry Shortcake brand. The property has evolved into a multi-dimensional, evergreen franchise that has generated more than $3 billion in worldwide retail sales. 

Autumn 2009 marks new beginnings for Strawberry Shortcake with a fresh, new look. Hasbro’s scented Strawberry Shortcake toys will hit shelves this August. In tandem with the new toys, AGP and partner Fox Home Entertainment will be releasing a new CGI movie Sky’s the Limit.

A multi-platform marketing campaign is planned and will include TV, print and online advertising as well as consumer promotions at retail. 

StrawberryShortcake.com, part of AGKidZone.com will also reflect Strawberry’s new look with content updates including new games, activities and video.

Hitting shelves this fall, Strawberry Shortcake apparel will feature t-shirts, daywear and active wear by master apparel licensee Children’s Apparel Network (CAN).

AGP also has new projects, including the development of a classic programme targeted to tweens, teens and young adults, including a range of apparel and accessories.

Alos, for the first time, the firm will feature a classic Strawberry Shortcake infant/toddler programme for the mass market with SaraMax (infant sleepwear). 

In 2010 the firm will celebrate 30 years of Strawberry Shortcake and Cookie Jar is seeking key apparel and accessory partners for both the classic and the new-look properties.

Care Bears have over 300 licensees achieving more than $2 billion in retail sales since 2002, including Care Bears Baby and Care Bears Junior brand extensions.

AG Properties continues to expand the brand and is gearing up for a major relaunch in autumn 2010. Hasbro is the master toy partner and plans to launch a toy line under its Playskool brand globally in autumn 2010.

Lionsgate Home Entertainment will release episodic titles throughout 2009 and a new CG movie Share Bear Shines in autumn 2010.

Major marketing plans are in development that will infuse news into the brand as the firm re-introduces Care Bears to a new generation of fans.

The Care Bears apparel business continues with partners Junk Food and Wish Licensing, among others, focussing on vintage-style and retro tees for teens and young adults. 

The firm sees potential to further grow its apparel and soft goods business and will be actively pursuing new product categories and partners at the show in apparel and accessories in three key areas targeting different demographics - Care Bears Kids, three to six year-olds; Care Bears Infant/Toddler and Care Bears Juniors.

Master toy licensee Basic Fun plans to unveil Madballs Classic Series 3 and Sick Series 3 later this year. The Madballs Classic Series 3 will include six styles of soft, foam rubber balls, approximately the size of a baseball.

This summer, Madballs characters are set to invade the world of video games for the first time, on the Xbox LIVE platform. Playbrains is set to introduce Madballs in...Babo:Invasion, an arena-based 3D shooter.

Madballs.com will showcase new games as a competition and gaming website loaded with free games, downloads, character bios and the official Madballs store.

AGP is looking to expand its presence into other soft goods product categories including headwear, footwear, streetwear, accessories and more. Current apparel partners include Fortune Fashions for t-shirts at mass and mid-tier retailers and Mighty Fine in the specialty channel.

American Greetings Properties is seeking key partners for apparel and accessories for boys aged five to ten and retro merchandise for men 18+.

Holly Hobbie Classic is building momentum both internationally and domestically with partners in crafts and hobbies and collector dolls. AGP is seeking key partners for apparel and accessory partners for Holly Hobbie Classic targeting adult women and collectors..

Maryoku Yummy is a character-based, lifestyle property targeting tween girls aged seven to 13. In spring 2009, American Greetings partnered with Tween Brands’ Justice stores to launch a consumer products program with a range of merchandise including collectible mini and large plush, character journals, cosmetics and confectionery.

An integrated marketing plan was developed to support the in-store and online program, and www.YummyWishes.com was created for tweens to learn more about the property and purchase online.

AGP is looking to expand the program in key categories including apparel and bags targeting tween girls aged seven to 13.

Finally, American Greetings Properties is seeking key partners for apparel and accessory partners for TinPo targeting young adult males 18+.