WildBrain details immersive Strawberry Shortcake activations and fresh launches across apparel, food and more

WildBrain has detailed a raft of upcoming immersive brand activations and product launches for Strawberry Shortcake.

Last month saw a partnership with toy retailer FAO Schwarz kick off in New York, including a 60-day swing shop and window takeover at the Rockefeller Center. Also in April, Strawberry Shortcake headed to San Diego for CAKE PICNIC – a gathering that welcomed around 150 home bakers for a celebration of cake, community and creativity. There, celebrity baker Ashley Holt unveiled a five-foot, multi-tiered cake sculpture inspired by Strawberryland, featuring Strawberry Shortcake alongside her cat Custard and berry besties Orange Blossom and Huckleberry Pie.

Strawberry Shortcake also travelled to Mexico City to take part in the Flowers and Gardens Festival. The brand was featured along Masaryk Avenue in Polanco through a five-foot floral sculpture crafted using native plants, organic textures and popular Mexican flowers. The installation depicted Rosita Fresita – as Strawberry Shortcake is known in Mexico – alongside her strawberry house and cat Cremita.

This week, Strawberry Shortcake will continue the celebration with a Mother’s Day pop-up tour across three Mexico City malls. Fans will be invited to snap photos with Strawberry and share on social using the hashtag #frutiamigas to receive surprises including sugar cookies and product prizing.

“Strawberry Shortcake has always stood for friendship and sweetness, and those values continue to guide how we grow the brand today,” said Erin Morris, VP Global Franchise Strategy & Retail at WildBrain.

“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.”

In product, new US and Canada collaborations include Birdie Bean for a line of bamboo Mommy & Me sleepwear, KT by Knix for Strawberry Shortcake-themed swimwear for teens, Crocs for branded fashion and footwear accessories and Sunscape Eyewear for fashion sunglasses. In EMEA, new collaborations include Fashion UK (MENA), The Souled Store (India), Blues Nightwear (UK), Brand Alliance (UK) and Elyaf Group (Germany).

In lifestyle and food & beverage, new partners in the US and Canada include Pop Daddy Snacks for Strawberry Shortcake Baked Puffs, Velondi’s Gupperz for cake-shaped filled gummy candies, laundry detergent company Earth Breeze, Hubman and Chubgirl for stylized stationery and accessories, Plum Deluxe for teas, mugs, teapots and gift sets and Riley Blake Designs for printed and dyed fabrics, sewing notions and project kits.