The line targets Millennial moms and their young daughters. Hybrid is producing the line under license.
Iconix said it is finding that the brand is resonating with young girls in the digital space. Strawberry Shortcake’s Dress Up Dreams app from Budge Studios reached number one in the free section of the iTunes U.S. iPad app store at the end of March, while a retro-style Strawberry Shortcake doll was a strong seller over the holiday season at Target on an “endcap of retro toys,” Iconix said.
Leigh Anne Brodsky, managing director of Iconix’s entertainment division, said, “Expanding our offerings for the Millennial women who grew up with Strawberry Shortcake is a key component of our strategy for the brand.” She added that the company knows “their daughters are finding the brand through our apps and toys.”
The brand management firm said the Dress Up Dreams app was one of a “string of highly successful apps in a portfolio of 18 apps, whose total downloads just crossed 100 million.”
Shauntel Jarreau, vice president of licensing for Hybrid Apparel, said, “There is such an affinity for the brand among the women who grew up with her and now that these women are moms, the timing could not be more perfect for [Strawberry Shortcake’s] return.”
Iconix acquired the brand last year.