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DIC Entertainment and American Greetings' Top-Selling
Brand Strawberry Shortcake to Achieve $500 Million in Worldwide Retail Sales
in 2004
Categories Tracking to Reach Goal in Second Year of Brand Re-launch Over 320
Worldwide Licensees Onboard for 2005 Merchandise Program New Entertainment
and Innovative Products Keep Property Fresh
BURBANK, Calif., Aug 4, 2004 /PRNewswire via COMTEX/ -- DIC Entertainment (DIC)
and American Greetings Corporation are celebrating the ongoing success of
the hit girls' property, Strawberry Shortcake, with 2004 revenues currently
nearing $500 million in worldwide retail sales, doubling last year's launch
sales of $220 million dollars. The announcement was made today by Andy
Heyward, Chairman & CEO, DIC, and Jeff Weiss, President & COO, American
Greetings Corporation.
DIC's comprehensive 2004 consumer products' program for Strawberry Shortcake
features over 320 worldwide licensees from New York to Mexico City to Seoul,
Korea. DIC, the exclusive worldwide licensing agency for Strawberry
Shortcake, and American Greetings, creator/owner of the beloved property,
re- launched the 1980s brand to a new generation of girls by updating
Strawberry Shortcake's look but maintaining her sweet and lovable character
attributes. Strawberry Shortcake appeals to the young mothers of today who
first played with the original Strawberry Shortcake as children. These
mothers made Strawberry Shortcake a billion dollar business twenty years
ago--and they appear to be doing it again.
Major retailers are supporting the brand, and industry-leading licensees,
such as Bandai America, Penguin Putnam and Fox Home Entertainment, are
leading the charge. Sales are tracking well over last year's levels and are
surpassing this year's expectations. Strawberry Shortcake was listed in the
Top 10 of TV-promoted toys in the July issue of The Toy Book, outperforming
Bratz as well as other well-known girls' brands. The Toy Book is a leading
toy trade publication.
"We are thrilled with the continued momentum and phenomenal success of the
Strawberry Shortcake brand and commend our network of top notch partners who
have helped make it all possible," says Heyward. "We exceeded our
expectations last year, and moving forward into 2004 and beyond, we look
forward to the continued success of a brand that we expect to go the
distance with evergreen brands like Barbie for years to come."
"Strawberry Shortcake has a timeless appeal," says Weiss. "A winning
combination of wholesomeness and spunk makes Strawberry the ideal friend in
the eyes of young girls and the ideal role model in the eyes of moms. To
have the brand repeat this level of success twenty-some years after her
introduction shows her staying power."
"We wanted to re-launch Strawberry Shortcake with new artwork and
entertainment appealing to little girls who just want to be little girls. We
have been careful not to over-saturate the market with licensed products,"
comments Nancy Bassett, Senior Vice President, Worldwide Consumer Products,
DIC. "It seems to be working quite well, and DIC is thrilled. We have the
best marketing partners onboard and a long-term view of this brand."
On behalf of American Greetings, DIC has secured a growing network of over
320 licensees worldwide to launch new themed Strawberry Shortcake
merchandise in 2004 and 2005, including Bandai America (master toy),
KidKraft (furniture), Huffy Bicycle (bikes/scooters), Penguin Putnam (master
publishing), Koch (music), Children's Apparel Network (apparel), Thinkway
Toys (electronic), Roseart (crafts/activity sets), Jakks Pacific (candy) and
many more. Bandai America will introduce an expanded line of scented dolls
and toys, with new products, characters, fashions, play environments and
interactive technology. Penguin Putnam is scheduled to debut fifteen more
books this year. Twentieth Century Fox Home Entertainment (TCFHE) will
release six more Strawberry Shortcake direct-to-video titles throughout 2004
and 2005 with the first two titles, Berry Best Pets and Adventures on Ice
Cream Island, scheduled for release on August 31, 2004.
In the international arena, Strawberry Shortcake will continue its rollout
across major territories this year, and a list of high-profile master toy
licensees, including Bandai in Western Europe and Character Options in the
UK, has been secured. Additionally, DIC has lined up licensing agents in
over 40 territories worldwide to spearhead the property's rollouts --
Europe: CPLG (UK, France, Benelux, Spain, Portugal, Italy, Germany, Austria,
and Switzerland). Australasia: Alpha Licensing (Malaysia, Indonesia and
Singapore),Asiana Licensing (Korea), Belief (Japan), Empire Entertainment
(Philippines). Australia and New Zealand: Gaffney International Licensing.
Latin America: Exim (Argentina, Brazil, Chile, Colombia, Ecuador, El
Salvador, Mexico, Panama and Peru). South Africa: Nu Metro.
Additionally, DIC and American Greetings will implement a strategic
marketing and promotional initiative for Strawberry Shortcake to include a
National Mall Tour with live shows; PSA campaigns on literacy, environmental
awareness and Halloween safety to air on the top-rated DIC Kids Network
(reaching over 450 stations nationwide and covering 100 percent of the
television market); major packaged goods promotions; a consumer loyalty
program with redemption of products online; costumed character appearances
at retail outlets and charity events; and a multi-million-dollar national
print and television advertising campaign.
In 2003, DIC and American Greetings, in partnership with Twentieth Century
Fox Home Entertainment (TCFHE), built a solid foundation in the U.S. market
with the successful re-launch of Strawberry Shortcake, which exceeded
expectations with retail sales generating $220 million dollars across all
categories. Last year, over three million Strawberry Shortcake video titles
from TCFHE were sold, and the specials aired on HBO and HBO Family. As one
of the top-selling dolls of 2003, Bandai America's scented doll and toy line
was a major driver in the growth of the mini doll category. Koch
Entertainment secured the coveted "Top-Selling Christmas CD" spot.
Additionally, Penguin Putnam sold over four million books with an additional
two million activity and coloring books sold by Dalmatian Press. Strawberry
Shortcake was also nominated by LIMA as "Best Character Brand of the Year."
SOURCE DIC Entertainment; American Greetings Corporation
Michelle Orsi of Three.Sixty Communications, +1-310-372-2309,
michelle@360-comm.com, for DIC
Entertainment
/Photo: NewsCom:
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AP Archive: http://photoarchive.ap.org
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