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Strawberry Shortcake to make Brazilian debut - Licensing.biz

Strawberry Shortcake to make Brazilian debut

Brazilian retailer Lojas Riachuelo signs with AG Properties to carry the popular fashion brand across its 182 stores
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AG Properties is increasing the international reach of its popular Strawberry shortcake property, as it reveals a new partnership with Brazilian retailer, Lojas Riachuelo.

The new deal - negotiated by the Exim Licensing Group - will see 182 Lojas Riachuelo stores across the country carry Strawberry Shortcake apparel, bedding and accessories.

Known in Brazil as Moranguinho, the Strawberry Shortcake brand debuted in 1980 as a line of social expression products as well as toys, videos, games, crafts and books.

Today, Strawberry Shortcake - starring a freckle-faced little girl with red hair - enjoys its own TV series on The Hub television network in the US.

Carla Silva, senior vice president of global licensing at AG Properties, said: "As Strawberry Shortcake becomes more popular in Brazil, we are thrilled to partner with Lojas Riachuelo.

The direct to retail programme debuted in the country on October 12, 2013 in conjunction with Children's Day - a celebration that honours children and shares the date with the feast dat of Our Ladt of Aparecida, a Brazilian national holiday.

"Children's day has provided the perfect launch for a line that is fun and fashionable for Strawberry Shortcake's young fans," continued Silva.

Celso Rafael, EVP of Exim Licensing Group, added: "Strawberry Shortcake, known as Moranguinho in Brazil, has been growing stronger year after year in the hearts of the Brazilian consumer.

"Expanding its retail footprint with Lojas Riachuleo completes perfectly our strategy to partner up with the top retailers in our country."

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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.