The original design of Strawberry Shortcake and her cat,
Custard was done in 1977 by Muriel Fahrion during her time as a greeting card
illustrator at American Greetings' Juvenile & Humorous card department.[1]
Fahrion then designed a subsequent 32 characters for Those Characters From
Cleveland (American Greetings' toy & licensing design division).[1]
In 1979, toy manufacturer, Kenner Products, licensed the
character and released the first Strawberry Shortcake doll.[2] At the time,
Strawberry Shortcake resembled a typical rag doll, complete with freckles, a
mop of red yarn curls, and a bonnet, or sometimes a psychedelic visor, with
strawberry prints on it. Cindy Mayer Patton and Janet Jones designed the other
later characters of the classic Strawberry Shortcake line. Lynn Edwards was the
editor of the line and developed the personality profiles as well as the story
line and philosophy. The first doll was a rag doll designed by Muriel Fahrion
and created by Susan Trentel, Fahrion's sister.
The Strawberry Shortcake line of characters each had their
own fruit or dessert-themed name with clothing to match, and they each had a
dessert- or fruit-named pet, for instance, Mayor Moon Pie and his pet iguana,
Mango. Like the Strawberry Shortcake doll, all the other characters' dolls had
hair scented to match their dessert theme. The characters lived and played in a
magical world known as Strawberryland.
During the 1980s, Strawberry Shortcake became a huge fad for
young girls throughout the United States. At the time, there were many related
products, such as sticker albums, clothing, a video game by Parker Bros.
entitled Strawberry Shortcake Musical Match-Ups for the Atari 2600 [1], it was
a horrible game, and numerous other products. Several TV specials were made
featuring the characters, one each year between 1980 and 1985, when the fad had
waned. Kenner produced no new dolls or toys thereafter.
In 1991, THQ tried reviving the franchise by producing an
updated line of Strawberry Shortcake dolls. Strawberry and five of her classic
friends, like Young Thug, each got a makeover with new clothes, hair, and eyes.
However, the line enjoyed at best a modest success, lasting just the one year.
In 2002, the franchise was revived again, this time with a
revamped look by a different designer. Many strong licensing deals were made. A
television series with new DVDs and VHSs (and in some markets, particularly
those in Asia, Video CDs) were released. Soundtracks for the episodes were also
released on CD at various intervals. DiC Entertainment was granted rights for
producing the TV series. The company sub-licensed the production of videos,
DVDs and Video CDs of the Strawberry Shortcake series to 20th Century Fox Home
Videos. 20th Century Fox subsequently licensed the production of these videos
outside of the U.S. to various other licensees.
Bandai (along with KellyToy) was granted the manufacturing
rights of the Strawberry Shortcake dolls and toys. For the first time in almost
two decades, new videogames were launched, produced by The Game Factory for
Nintendo's Game Boy Advance and Nintendo DS. Educational CD-ROMs for the PC
were also produced.
In 2006, Playmates Toys picked up the rights to manufacture
and sell Strawberry Shortcake figurines. The line they produced was named
"A World of Friends" and the doll "Frosty Puff" debuted in
this new product line. Although a good deal of shuffling and redistribution
took place concerning the pets of the re-launched Strawberry Shortcake
characters, very few of the new dolls were actually merchandised with their
respective pets.
A full-length feature film, Strawberry Shortcake: The Sweet
Dreams Movie, premiered in 2006 and was released on DVD in February 2007.
The Playmates' new product line was met with mixed reactions
from the series' fans; however, the line's public reception was generally
negative. As a result, Playmates Toys lost the manufacturing rights to Hasbro,
who began releasing new Strawberry Shortcake themed toys beginning in the fall
of 2009, after American Greetings rebooted the franchise.[3]
Hasbro eventually lost the manufacturing rights to The
Bridge Direct in early 2014.
In February 2015, Iconix Brand Group acquired the rights to
Strawberry Shortcake from American Greetings for $105 million
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