HALIFAX – DHX Media and Iconix Brand Group have finalized a long-term agreement to co-develop and co-produce a new animated series based on the popular entertainment toy brand Strawberry Shortcake.
Since her creation in 1980, Strawberry Shortcake (pictured) has grown and evolved in the kids’ entertainment space. Re-launched in 2010 with the premiere of her new TV series Strawberry Shortcake’s Berry Bitty Adventures, Strawberry Shortcake is a favorite of multiple generations. Strawberry Shortcake dolls continue to be a popular item in the toy aisle, and still own their iconic scent.
Under the terms of the deal, DHX and Iconix will jointly finance, co-develop and co-produce at least 39 new half-hour episodes of Strawberry Shortcake, with the option for additional episodes. All episodes will be produced by DHX Studios, and DHX will be the exclusive worldwide distributor of this new content across all media, with the possibility to extend for additional seasons. Iconix will maintain ownership of copyrights and all intellectual property, plus handle worldwide merchandising and licensing for the brand, with DHX’s international licensing agency CPLG holding first right of negotiation to represent the brand in certain territories.
In an additional deal, DHX also becomes the exclusive, global distributor for the Strawberry Shortcake back catalogue, adding 108 half-hours to the 8 half-hours of Strawberry Shortcake content already in the DHX distribution library.
“This agreement to grow Strawberry Shortcake continues our strategy of partnering on world-leading brands to generate new, high-quality content for distribution around the world, and to participate in consumer product offerings for such properties”, said DHX CEO Dana Landry, in Tuesday’s news release. “We are excited to collaborate with Iconix Brand Group to leverage our animation expertise, distribution reach and merchandising and licensing capabilities to drive new global growth for this perennial girls’ brand.”
