Live From the Licensing Show: Strawberry Shortcake Debuts Baby Brand

There's soon to be a new arrival in the Strawberry Shortcake brand Shortcake Baby.

Strawberry Shortcake Baby

DIC Entertainment introduced the new infant line yesterday at the Licensing Show at the Javits Center in New York City. It will target mothers of infant girls up to 18 months with toys, bedding, home furnishings, apparel and sleepwear, footwear, domestic and bath products and diaper bags.

Some products in the Strawberry Shortcake Baby portfolio will debut this fall, with the majority set to launch next spring. The new products add a fresh dimension to the brand, which is celebrating its 25th anniversary this year, said Jedd Gold, VP-brand marketing and promotions for DIC.

Likewise, this fall the Strawberry Shortcake brand will roll out a new promotion around its new Berry Princess line. DIC will launch a 10-market meet-and-greet character tour and run a national sweepstakes, which will treat the grand-prize winner and a guest like princesses with makeovers and spa treatments.

Strawberry Shortcake is also coming out with her first-ever feature film, Sweet Dreams. The movie is scheduled for release in theaters nationwide in 2006.