Iconix Brand Group swoops in for Strawberry Shortcake

Classic character brand acquired from American Greetings for $105 million cash.
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Iconix Brand Group has acquired the Strawberry Shortcake brand and related assets from American Greetings for $105 million in cash.

The iconic Strawberry Shortcake character made her debut 35 years ago, and quickly gained national appeal with her spunky yet innocent persona. Today, Strawberry Shortcake is a global brand with over 350 licensees.
Strawberry Shortcake also has a strong international business, with revenue outside of the US representing approximately 50 per cent of total sales. The two largest international markets are Brazil and France, where the brand is highly recognised as a local based brand, marketed as Moranguinho in Brazil and Charlotte aux Fraises in France.

Neil Cole, chairman and CEO of Iconix Brand Group, commented: "The entertainment sector is an exciting area of growth for our company. Through our Peanuts brand, we have a strong worldwide platform that we believe we can leverage as we add new entertainment properties to our portfolio. With the acquisition of Strawberry Shortcake, we will be expanding this platform as we gain new partnerships with top entertainment companies around the world."

Leigh Anne Brodsky, MD, Iconix Entertainment added: "We are excited to be expanding the Iconix entertainment platform with such an iconic brand that resonates across multiple generations from daughters to mothers to grandmothers.

"We see many opportunities to grow this brand worldwide, and believe Strawberry Shortcake has a fresh fashion appeal that can play to both classic and modern tastes, with a built in play pattern which makes it great for physical and digital toys and games."

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