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Playmates Launches All-New Line Of Strawberry Shortcake Dolls, Playsets, And Accessories
Girl Power: Jay Cochran - 2006.02.16

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Promising to be the sweetest year ever for Strawberry Shortcake and her friends, Playmates Toys kicks off 2006 with an extensive array of all-new Strawberry Shortcake dolls and toys as the brand’s new master toy licensee. Along with American Greetings Corp., creator/owner of Strawberry Shortcake, and DIC Entertainment, exclusive worldwide licensing agency for the property, the company has created a brand new look for the Strawberry Shortcake line with fresh, updated designs that still maintain the traditional wholesome feel of the highly successful brand. The delightful new lineup perfectly blends classic and new Strawberry Shortcake characters with the flavors and scents that little girls love in a variety of miniature dolls, fashion and hair play dolls and playsets, accessories and more.

“Strawberry Shortcake has been extremely successful through the years, and we're excited to be able to keep her fresh and relevant with this brand new look,” said Lou Novak, President, Playmates Toys. “She represents such positive qualities for kids, she’s sure to endure for generations to come. The re-design is a fun way to let modern girls identify with these qualities in a way that reflects their own interests and styles.”

“Playmates has done an incredible job making the Strawberry Shortcake toy line fresh and new – updating the look while still staying true to the brand and its characters,” said Tamra Seldin, Senior Vice President, Consumer Products, American Greetings Properties (AGP). “It is this type of innovation and design, coupled with ongoing entertainment and marketing support, that will continue to drive the positive momentum for the brand.”

“We are thrilled with Playmates’ new doll line for Strawberry Shortcake and her friends that incorporates three key components: new updated fashions; longer, colorful hair for more hair play; and a slightly taller doll for easier fashion play,” commented Juanita Palomino, Vice President, Domestic Licensing, DIC. “Playmates has successfully maintained the doll’s wholesome appeal, which is as much a part of the Strawberry Shortcake brand as the unmistakable scent, and distinguishes the brand from other doll lines.”


First introduced in 1980 by American Greetings, Strawberry Shortcake became one of the biggest licensing programs of its time, generating more than $1 billion in retail sales between 1980 and 1985. American Greetings and DIC reintroduced the brand in 2003, immediately achieving scentsational results, with over $1 billion in retail sales to date.

With nearly 400 licensees worldwide, the Strawberry Shortcake brand has evolved into a multi-dimensional entertainment franchise which continues to grow with the introduction of new major promotional partnerships and toy lines, expansive trade and consumer promotions, a broadcast television premiere, an expanding home video library, a theatrical feature film, and much more.

Playmates’ new line of Strawberry Shortcake dolls and toys are currently rolling out to retailers nationwide. The delectable lineup includes:

Mini Magnet Dolls and Playsets
Tiny Treats
Tiny cupcake mini-key chains open up to store a 1” scented mini magnetic doll, two scented fruit charms, and a ring.  Each scented fruit charm may be worn on the ring along with the mini doll. Blend the flavors of the charms and dolls to create a fun blendable scent. Available this spring in Strawberry Shortcake Cupcake, Crepe Suzette Cupcake, Blueberry Muffin Cupcake and Frosty Puff Cupcake. For fall, the new additions will be Strawberry Shortcake – Cake, Angel Cake – Cake and Lemon Meringue – Cake.
 
Berry & Bead Shops Playsets
Delicious fruity pies open up to a beautiful berry fun shop.  Each shop is themed and comes with an exclusive 1” mini scented magnet doll, fun scented magnetic play pieces, and a fruit bracelet on which little girls can wear their doll and play pieces. Available this spring will be Strawberry Shortcake’s Juice Shop, Crepe Suzette’s Boutique Shop, and Frosty Puff’s Ice Cream Shop, followed by Strawberry Shortcake’s Bake Shop in the fall.

Fashion and Hair Play Dolls and Playsets
Flavor Swirl Dolls (6.5” Dolls)
Strawberry Shortcake and all her berry best friends have a new fun fruitful look and flavorful cute fashions.  The new scented Flavor Swirl dolls come dressed in fun fruit iconic fashions and feature colorful hair and a scented fruit barrette.  Blend Strawberry Shortcake’s hair with the banana fruit barrette to create a blendable strawberry banana scented doll.

Available this spring in: Strawberry Shortcake – Strawberry/Banana, Raspberry Torte – Raspberry/Kiwi, Lemon Meringue – Lemon/Lime, Crepe Suzette – Cherry/Berry,
Tea Blossom – Grape/Green Apple and Frosty Puff – Blackberry/Plum. For fall, the new additions will be Candy Swirl Dolls: Strawberry Shortcake – Strawberry/Candy Apple Scent, Angel Cake – Cake/Cotton Candy Scent, Blueberry Muffin – Blueberry/Lollypop Scent and Rainbow Sherbet – Tutti Frutti/Bubblegum Scent.

Berry Sweet Scooter Strawberry Shortcake (6.5” Doll & Scooter)
Strawberry Shortcake loves to ride through Strawberryland visiting all her friends in her berry own scooter.  The scooter provides free wheeling action with a sidecar for Custard to ride in. Out this spring, the set includes a Scented Strawberry Shortcake 6.5” Doll and a berry fun fruit basket. The Strawberry Bake Stand with Strawberry Shortcake 6.5” Doll and Lemonade Stand with Lemon Meringue 6.5” Doll will be available this fall.

Fruity Beauty Salon Playset (6.5” Doll Scale)
Fruity Beauty salon is where Strawberry Shortcake and all her friends go to get their blending of fun flavors and fruit scents.  The salon comes with a hair twister for blending of the hair, scented fruity barrettes, barrette dispenser, pretend berry-shaped sink, strawberry mirror, barber’s chair and lots of fun salon accessories.

Play Date Pals (15” Large Dolls)
A new updated look and size for Strawberry Shortcake and her friends, these 15” scented dolls are dressed in adorable fun fashions.  Each doll comes with her berry special pet friends and a brush.   Strawberry Shortcake & Custard will be available this spring, followed by Crepe Suzette & Éclair, Lemon Meringue & Sourball and Rainbow Sherbet & Triple Dip Toucan in the fall.

Pajama Party Playset (15” Large Dolls)
Berrylicious sleepovers begin with Strawberry and her pals. New for fall is a large doll playset including a strawberry-shaped backpack which turns into a sweet sleeping bag, a Strawberry inspired ‘jammie’ and a strawberry-shaped carrying case that opens up to a mirror and play table to house your favorite scented barrettes.

Soft Body Dolls
Charming Friends (5” Key Chain Dolls)
Adorable mini plush characters that come dressed in cute berry fashion and a backpack clip so you can take them anywhere you go. Available in Strawberry Shortcake, Raspberry Torte, Lemon Meringue and Crepe Suzette.
 
Berry Beautiful (12” Soft Dolls)
Beautiful soft body scented dolls with brushable hair and berry pretty fashions. These berry special dolls are so soft and cuddly you’ll want to take them with you everywhere you go. Available this spring in Strawberry Shortcake, Lemon Meringue and Crepe Suzette, followed by Raspberry Torte and Blueberry Muffin in the fall.

Role Play
Sweet Treat Picnic
Enjoy a fun and delicious picnic with the adorable Sweet Treat Picnic Set. Includes strawberry plates, cups, strawberry treats and a pitcher to make your next picnic a berry sweet one.

For images of Playmates's Strawberry Shortcake toys shown at the 2006 International Toy Fair, Click here.


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