Strawberry Shortcake Brand Tops $500 Million in Worldwide Retail Sales in 2004

Strawberry Shortcake Brand Tops $500 Million in Worldwide Retail Sales in 2004

Nearly 400 Licensees Worldwide Onboard for 2005/2006 Program

New Strawberry Shortcake Baby Line to Launch in 2006

BURBANK, Calif., Feb. 16 /PRNewswire-FirstCall/ -- American Greetings Corporation and DIC Entertainment (DIC) celebrate the scentsational success of the hit girls' property, Strawberry Shortcake, which officially topped $500 million in worldwide retail sales in 2004, bringing the two-year retail gross to over $700 million worldwide and positioning the brand to cumulatively exceed a billion dollars this year. The announcement was made today by Jeffrey Weiss, President & COO, American Greetings Corporation, creator/owner of Strawberry Shortcake, and Andy Heyward, Chairman & CEO, DIC, exclusive worldwide licensing agency for the brand.

The licensing and merchandising program for Strawberry Shortcake in 2004 featured over 320 licensees in over forty territories worldwide. The brand received a LIMA nomination for "Best Character Brand License of the Year." Over five million units of the Strawberry Shortcake video titles from Twentieth Century Fox Home Entertainment (TCFHE) have been sold to-date, and the August 2004 title "Best Pets Yet" garnered prestigious awards in excellence, including iParenting, The Dove Seal, The National Parenting Seal of Approval, and Kids First. Bandai America's "Berry Best Friends" doll ranked #1 on the Top Most Wanted Mini Dolls for the holidays in TD Monthly, and the "Singin' Surprise" interactive doll was named one of the "Most Wanted" holiday toys in the October issue of Nick Jr.

"Strawberry Shortcake became a billion dollar business twenty years ago, and we are on track to match the success," says Heyward. "We continue to exceed our expectations with this brand and have no doubt that Strawberry Shortcake has earned a spot as one of the top evergreen brands for girls, joining the ranks of Barbie and Polly Pocket."

"We are genuinely thrilled that the major retailers continue to support Strawberry Shortcake and that our licensing partners continue to bring creative and innovative new product lines to fruition as we move into another successful season," says Weiss.

The stage is indeed set for an even more fruitful 2005-2006. Bandai America will introduce new characters, fashions, play environments, and products with interactive technology at this February's American International Toy Fair, including a line of scented dolls which incorporate the brand's Fall 2005 "Dress Up/Princess" theme. TCFHE will release seven more direct-to-video titles in 2005-2006 with the first two titles, "Seaberry Beach Party" and "Playday Surprise," streeting February 15. Nearly 400 licensees are onboard worldwide with new domestic licensees to be selectively added. In the international arena, Strawberry Shortcake will continue its rollout across major territories.

In addition to debuting new characters, themes, and product lines in 2005-2006, American Greetings and DIC are planning to deliver a Strawberry Shortcake Baby line in Spring 2006. The program will target moms and grandmas of infant girls 0-18 months, and product launch categories will include toys, bedding, home furnishings, domestic/bath, apparel/footwear/sleepwear, and diaper bags. Follow-up categories for the Fall will include feeding, electronics, safety, and gear.

About American Greetings Corporation:

American Greetings Corporation (NYSE:AM) is one of the world's largest manufacturers of social expression products. Along with greeting cards, its product lines include gift wrap, party goods, candles, stationery, calendars, educational products, ornaments and electronic greetings. American Greetings is also the creator and owner of many celebrated character properties, including Strawberry Shortcake and Care Bears. Located in Cleveland, Ohio, American Greetings generates annual net sales of approximately $2 billion.

About DIC Entertainment:

DIC Entertainment, a leading children's entertainment company, is a full-service studio dedicated to creating, developing, producing, distributing, marketing and merchandising family-based intellectual properties. DIC has distinguished itself by building one of the largest libraries of U.S. animation with more than 3,000 half-hours of renowned programming, including Inspector Gadget, Strawberry Shortcake, Knights of the Zodiac, Sabrina, Madeline, Liberty's Kids, Where On Earth Is Carmen Sandiego?, Sonic The Hedgehog, Super Mario Bros. and Super Duper Sumos. In September 2003, DIC launched the DIC Kid's Network, a unique syndicated programming block designed to meet core FCC requirements and the only network for kids that reaches effectively 100% of U.S. households on over 400 stations, airing in every Designated Market Area across the country. As a pre-eminent supplier of kid's programming worldwide, DIC has developed strategic partnerships with key domestic and international broadcast partners throughout the U.S., Europe, Asia, Latin America, Africa and Australia. DIC is headquartered in Burbank, California with international offices in New York, Paris, London and Cologne.


Source: American Greetings Corporation; DIC Entertainment

CONTACT: Michelle Orsi of Three.Sixty Communications, +1-310-372-2309,
michelle@360-comm.com, for DIC Entertainment


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