Kids

WildBrain is accelerating the global growth of its iconic Strawberry Shortcake franchise through a wide-ranging slate of experiential activations and cross-category licensing partnerships, aimed at bringing the brand’s core values of friendship, creativity and sweetness to audiences worldwide. The initiative builds on the company’s recent rollout of new original content, featuring a CG refresh of the classic property across WildBrain’s digital network, and signals a coordinated push to expand the brand’s footprint both on-screen and in the consumer products space.

Across North America, WildBrain is delivering immersive fan experiences designed to translate the Strawberry Shortcake universe into real-world settings. The program launched in New York through a collaboration with FAO Schwarz, featuring a 60-day retail takeover at Rockefeller Center that showcases themed products and visual displays inspired by the franchise.
In San Diego, the brand partnered with CAKE PICNIC for a community-driven event celebrating baking and creativity. Held at the Museum of Contemporary Art San Diego, the activation gathered approximately 150 participants, with celebrity baker Ashley Holt unveiling a large-scale cake installation inspired by Strawberryland, alongside character appearances and branded giveaways.
The franchise is also expanding its presence in Latin America, with a debut at Mexico City’s Festival Flores y Jardines (FYJA). Running from April 30 to May 3 along Masaryk Avenue in Polanco, the activation features a large floral installation of Strawberry Shortcake—known locally as Rosita Fresita—crafted with native plants and traditional Mexican flowers. The experience continues with a Mother’s Day pop-up tour across three shopping malls in Mexico City from May 8 to May 10, encouraging fan engagement through social media and on-site activations.

“Strawberry Shortcake has always stood for friendship and sweetness, and those values continue to guide how we grow the brand today. As we deliver immersive experiences like CAKE PICNIC—which we hope to continue on a global scale—along with a strong, diversified licensing program, we’re meeting fans of all ages where they are and inviting them to engage with our ‘berry best’ characters in meaningful and joyful ways,” said Erin Morris, VP Global Franchise Strategy & Retail at WildBrain.

Complementing its experiential strategy, WildBrain CPLG has secured an extensive lineup of licensing deals spanning apparel, accessories, lifestyle and food categories. In North America, new partners include Birdie Bean, KT by Knix, Crocs and Sunscape Eyewear in fashion and accessories, alongside Pop Daddy Snacks, Velondi’s Gupperz, Earth Breeze, Hubman and Chubgirl, Plum Deluxe and Riley Blake Designs across food, home and lifestyle products.
Additional agreements across EMEA include collaborations with Fashion UK, The Souled Store, Blues Nightwear, Brand Alliance and Elyaf Group, further extending the brand’s reach across key international markets.