BRAND PROFILE: Strawberry Shortcake - Licensing.biz

BRAND PROFILE: Strawberry Shortcake

With retail sales of $3.2bn since 2003 alone, Strawberry Shortcake is a major force in the girls sector. We find out more.
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The story of Strawberry Shortcake begins in the late 1970s, explains Gabrielle Oliff, marketing director at American Greetings Properties – a bit like the author’s then. Oh yes, I was the core target market for the brand’s very first incarnation.

“A little girl with a mop of red yarn curls caught the eye of an art director at American Greetings,” says Oliff. “He was flipping through a stack of cards and thought about creating a fantasy character who lives in a magical world hidden deep within a strawberry patch.”

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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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