FIRST INTRODUCED IN 1980 by American Greetings Corporation, Strawberry Shortcake was originally developed for greeting cards created by American Greetings but has since grown into a multi-dimensional entertainment franchise, including toys, television, home entertainment and more. Since American Greetings and DIC re-launched the property in 2003, Strawberry Shortcake has generated more than $2.5 billion in worldwide retail sales and has developed into a hit evergreen brand for girls.

Strawberry Shortcake TM and related trademarks © Those Characters From Cleveland, Inc.

With more than 300 licensees worldwide, the Strawberry Shortcake brand features an animated television series (45 episodes produced), a theatrical feature, new product lines from master toy licensee Playmates Toys, video games from The Learning Company, The Game Factory and Konami, as well as categories including apparel, gifts, home entertainment publishing, promotional partnerships and more.

Beginning January 2009, Hasbro is the worldwide master toy licensee for Strawberry Shortcake. Hasbro will be developing a full line of toys, including plush, dolls, play sets, games, puzzles and figures, as well as introducing new categories. The new line of toys is scheduled to hit shelves in fall 2009, in time for a new CGI movie and DVD release. Additional DVDs and a new television series are also in production, in conjunction with DIC Entertainment.

DIC and American Greetings Properties, the intellectual property and outbound licensing division of American Greetings, will continue to work with partners to build the Strawberry Shortcake franchise with new brand themes (dance, western, music, fairytale and Hollywood glamour), content, categories and distribution channels in development through 2010. 

Known in Central and Eastern European territories under names like Zemlyanichnoe,  Truskawkowe Ciastko and Eperke, Strawberry Shortcake is likely to be in the focus of attention in the development and implementation of merchandising and publishing activities across the region. The television series has been sold to the Minimax channel in Hungary, Czechia, Slovakia, Romania, Bosnia-Herzegovina, Croatia, Serbia, Montenegro and Macedonia; Nova TV in Croatia; OBN in Bosnia; and POP TV in Slovenia.

Plus Licens represents DIC Entertainment for merchandising, promotional and publishing rights to Strawberry Shortcake in Eastern Europe.