BioWorld to launch Strawberry Shortcake apparel

New and classic lines featuring character due to hit retail from March.
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A new deal between BioWorld Merchandising, CPLG and American Greetings Properties, will see BioWorld launch a collection of Strawberry Shortcake apparel, focusing on both her classic and new look.

Product lines will include t-shirts, long and short sleeved tops, fleece, headwear, cold weather knits, bags and wallets. The Classic Strawberry Shortcake collections will be available in-store from March and are aimed at tween, teen and young adult girls.

Meanwhile, the New Strawberry Shortcake ranges will be launched from July and are aimed at girls aged two to seven.

"Strawberry Shortcake is such an exciting brand to work on," said Jennifer Staley, VP of licensing at BioWorld Merchandising. "It's rare to have one brand with so much history and still be very modern."

Cindy Davis, SVP domestic licensing at Cookie Jar's CPLG division, added: "BioWorld is much more than a licensee; they are a strategic partner that will deliver a range of goods from apparel to headwear and cold weather accessories to wallets and bags."

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Strawberry Shortcake

With almost 500 licensees worldwide and retail sales revenue of $3.2 billion since 2003 alone, Strawberry Shortcake is a major force in the girls sector. Not bad for a 30 year-old.

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