Teletubbies owner DHX Media is pacting with Iconix Brand Group to co-produce a new TV animated series based on the classic Strawberry Shortcake kids toy brand.
Iconix, which acquired the Strawberry Shortcake brand from American Greetings for $105 million after picking up earlier entertainment properties like Peanuts and Pony, has tapped Canada-based DHX to co-develop and co-produce 39 new half-hours of animated TV based on Strawberry and her friends.
DHX also becomes the exclusive global distributor for the Strawberry Shortcake back catalog and will distribute the new Strawberry Shortcake cartoon series. Iconix, meanwhile, will push the the girls’ brand onto other platforms and formats, including worldwide merchandising and licensing.
Strawberry Shortcake follows the adventures of the title character and her similarly sweetly named friends. DHX CEO Dana Landry in a statement Tuesday said of the new TV series: “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.”
Strawberry Shortcake was earlier re-launched in 2010 with the CGI-animated TV series Strawberry Shortcake’s Berry Bitty Adventures, produced by American Greetings Properties, which streamed on Netflix.