Hasbro has been named as the new worldwide master toy licensee for The American Greetings properties Care Bears and Strawberry Shortcake, effective January 2009. Kenner, which became part of Hasbro in 1991, was the original toy partner for both brands when they first launched in the 1980’s. Care Bears and Strawberry Shortcake relaunched in 2002 and 2003, respectively, and have collectively racked nearly $5 billion in retail sales worldwide.
American Greetings Properties is giving the Strawberry Shortcake characters and the world they inhabit a whole new look for a new generation of girls. The new line of strawberry-scented toys is scheduled to hit shelves in the fall of 2009, along with a new CG-animate movie and DVD release. Additional DVDs and a new television series are also in production.
The Care Bears celebrated its 25th anniversary in 2007 with a whole new look. Set to debut in the fall of 2009 as well, the toy line will be part of Hasbro’s Playskool brand and will feature designs inspired by the animated series Care Bears: Adventures in Care-A-Lot, which airs during the KEWLopolis on CBS block. An all-new CG movie and DVD release will also premiere next fall.
