IDW, Iconix Look to Draw Girls with Revamped Strawberry Shortcake Franchise

Posted by at 11:28 am on May 23, 2016

Strawberry ShortcakeStrawberry Shortcake’s reintroduction into comic books, thanks to a deal between Iconix and IDW. IDW showcased Strawberry’s return on national Free Comic Book Day this month with a special issue that the publisher says found its way to more than 100,000 readers. Born in 1980 as a greeting-card character and toy line, Strawberry Shortcake, not unlike Peanuts characters, is being positioned to win over the offspring of generations who grew up on her.

“Moms were raised on this brand,” says Derek Robert, Iconix’s vice president of entertainment and new media, “and we want a continuum from moms to their girls.”

Similarly, IDW hopes that Strawberry Shortcake, given her proven appeal, will help introduce young female readers to comics.

“Strawberry Shortcake, at its core, is about displaying strong independence and a smart personality,” says Craig Herman, the executive director of publishing at Iconix/Peanuts Worldwide. “And IDW has done a beautiful job of incorporating storylines (about) cooperation and friendship and problem-solving.”

Iconix is continuing to strengthen how it delivers cartoon-character entertainment into the world. A year after the company acquired Strawberry Shortcake from American Greetings for $105 million, Iconix is making the world much more strawberry. The company has announced a deal with DHX Media for joint creation of a new “Strawberry Shortcake” animated series. The agreement, for starters, calls for nearly 40 episodes for global distribution. Iconix also touts that Strawberry Shortcake content has topped 110 million downloads on its apps.

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