CPLG Canada is to represent all licensing for girls' property Strawberry Shortcake throughout the country.
The firm is planning to build on the brand's 30-year history with a raft of new entertainment and product launches featuring a new look.
The brand has generated more than $2.7 billion in worldwide retail sales since 2002 and has attracted nearly 500 licensees globally.
Fox Home Entertainment is launching a new DVD in Canada and the US - The Strawberry Shortcake Movie: The Sky's the Limit - while Peach Arch Entertainment has released 17 DVDs in French-speaking Canada, with Amis Pour Toujours (Happily Ever After) planned to arrive in July.
In addition, Canadian pre-school destination Treehouse will air ten Strawberry Shortcake specials this year.
Global master toy licensee Hasbro will be debuting a new line of fruit-scented Strawberry Shortcake toys in August, again featuring the brand's new look. These will include play-sets, vehicles and small dolls.
On top of this, CPLG's parent company Cookie Jar Entertainment has signed up a host of new licensees in North America across a variety of categories, including HBA products and publishing.
CPLG Canada has renewed contracts with existing licensees including Buzzerk (underwear), NTD (apparel and sleepwear) and Calego (bags).
"CPLG Canada is excited to be working on this powerful girl brand," said Kelly Elwood, MD. "With 2010 marking the 30th anniversary for Strawberry Shortcake, we expect a great deal of consumer excitement and interest at retail."