Year-Long Campaign to Celebrate Strawberry Shortcake

WildBrain has announced it is celebrating the World of Strawberry Shortcake with the launch of a special year-long campaign that puts Strawberry Shortcake’s unique circle of friends—the “Berry Besties”—in the spotlight.

Launching in July 2025 and running through June 2026, Strawberry Shortcake’s “Berry Besties” campaign celebrates friendship, fun and adventure. Exciting brand moments and collaborations will highlight the uniqueness of Strawberry’s adorable circle of friends, including Blueberry Muffin, Lemon Meringue, Lime Chiffon, Orange Blossom, Raspberry Tart and Apple Dumplin’, and the importance of sharing life’s sweetest moments with your best friends by your side.

The “Berry Besties” campaign will see the launch of brand-new artwork in Strawberry Shortcake’s classic, vintage ’80s style, as well as multiple seasonal style guides offering a wealth of exciting new opportunities for both existing and new partners.

Erin Morris, VP, Global Franchise Strategy & Retail, WildBrain, said: “What a sweet year we have planned for Strawberry Shortcake with the launch of our ‘Berry Besties’ campaign centered around friendship and fun. Celebrating her classic roots that fans love, Strawberry’s nostalgic brand mashup with the iconic Care Bears has been a huge success, and we’re truly excited to now also be working with Sanrio to bring Strawberry Shortcake and Hello Kitty and Friends together with lots of adorable products. We’re seeing tremendous engagement from fans for Strawberry Shortcake in the U.S. and Canada, and we’re excited to expand the licensing program across Latin America, the UK, Europe and APAC.”

To learn more about licensing opportunities for Strawberry Shortcake, please visit WildBrain’s dedicated licensing agency, WildBrain CPLG, during Vegas Licensing Expo at Booth J206.

Brand-new collaboration with Sanrio’s Hello Kitty and Friends®  

In its latest exciting collaboration, WildBrain is partnering with Sanrio, the global lifestyle brand, to bring Strawberry Shortcake and Hello Kitty and Friends® co-branded products to fans of all ages across toys, fashion, stationery and more beginning September 2025. This exciting brand mash-up of two timeless icons will see co-branded capsule collections launch across specialty retailers engaging fans with fun and unique product ranges. The new Strawberry Shortcake x Hello Kitty and Friends products will launch in the U.S. and Canada, with licensing partners already onboard including Jazwares, Jacmel, Bioworld, Loungefly, Pipsticks, Surreal Entertainment and Sonix.

The Sanrio partnership also saw the unveiling of exclusive Strawberry Shortcake x My Melody® products which rolled out in March 2025 from licensees Jazwares, Surreal Entertainment, Bioworld and Sonix with retailers including BoxLunch, FYE, Hot Topic, Michael’s, Tilly’s and Torrid.

Serving up more Care Bears x Strawberry Shortcake products

WildBrain’s previously announced partnership with Cloudco Entertainment that brings together Strawberry Shortcake and Care Bears continues to delight fans with new products hitting specialty retail shelves as well as mass distribution in the U.S. and Canada including an apparel and loungewear capsule collection at Walmart.

New consumer product launches include a colorful capsule collection from fashion label Samii Ryan across cozy loungewear and accessories, which also hit the shelves in BoxLunch and PacSun stores in January. FYE has launched a collection of candies and sodas, with the retailer hosting an exclusive in-store event at launch featuring a DJ, nail artists, giveaways and the first public meet and greet with Strawberry Shortcake and Cheer Bear together. Claire’s has also supported the collaboration with a new range of playful cosmetics and accessories from Taste Beauty and Neon Tuesday, now available across the U.S., U.K., and Europe, bringing a wave of cheerful accessories and gifts to stores globally.

In more fashion collaborations, Cakeworthy and Dolls Kill have launched Strawberry Shortcake x Care Bears apparel and accessories lines, PSD Underwear unveiled intimate apparel, Sweet Peas Co. launched Mommy & Me sleepwear, while the Blank Tag Co. released stickers, and Silver Buffalo unveiled homewares. Looking ahead, a colorful collection with Cotton On is set to debut this summer, further expanding both brands’ global fashion footprint.

Additional new and expanded licensing and retail collaborations for Strawberry Shortcake

In further licensing partnerships, Strawberry Shortcake is bringing a nostalgic burst to bedtime with the launch of a new sleepwear and accessories collection from Brand Alliance at Primark in the U.K., Europe and the U.S. landing in stores this May. A playful fusion of retro charm and cozy comfort featuring the iconic motifs and timeless aesthetic of Strawberry Shortcake’s whimsical world, the collection includes pajamas, tote bags and wash bags. The exciting retail launch will be supported by an extensive marketing and PR campaign.

WildBrain’s global partnership with MINISO sees expansion into the U.S., with Strawberry Shortcake products across accessories, homewares, gift and novelties, and health and beauty in stores. Meanwhile, specialty retailer Five Below is expanding its range of merchandise into new categories as part of a direct-to-retail partnership in the U.S. and Canada. SkinnyDip has launched new products within its global line of apparel and accessories which has extended retail distribution at Off-Price and Target in the U.S. A Strawberry Shortcake Garden Kit is also available at Target through a licensing partnership with Garden Republic.

In further collaborations, Kung Fu Tea, America’s largest bubble tea brand, has launched delicious boba and modern strawberry-inspired flavors this year. Poppy & Pout has debuted an adorable beauty range in the U.S. featuring a lip scrub and balm. Goose Creek is expanding its collection of home fragrances with all new Strawberry Shortcake scents, bringing the collectability factor to the world of candles, while long-term strategic partner The Loyal Subjects has expanded its hit collectibles range to include all-new character plush.

In MENA, RIVA has unveiled its first Strawberry Shortcake collaboration featuring apparel for teens, while in APAC, Strawberry Shortcake’s presence grows with a new apparel and accessories collection launched at fashion retailer Bao Bao Bao.