DHX Media and Iconix Forge Deal to Grow Strawberry Shortcake Brand

by The Editor 0

DHX Media, the world’s leading independent, pure-play kids content company, and Iconix Brand Group, have entered into a long-term agreement to co-develop and co-produce a new animated series based on the iconic entertainment toy brand, Strawberry Shortcake.


The new content will be produced and globally distributed by DHX Media. Iconix will 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. Iconix and DHX will both participate on all revenue streams related to this agreement.

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.

Dana Landry, Chief Executive Officer of DHX, stated: “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. 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.”

John Haugh, CEO and President, Iconix Brand Group, said: “We acquired Strawberry Shortcake because of its universal appeal and tremendous potential. A key pillar of our global strategy for growth has been the development of new content. We are thrilled to be partnering with DHX. With their proven track record of developing strong animated children’s entertainment, we look forward to providing Strawberry’s original fans, who are now moms, with new ways to share the popular brand with their children.”

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.