Berry good news for Shortcake and offspring

DIC Entertainment has appointed Costa Mesa, California-based Playmates Toys to take over as Strawberry Shortcake's master toy licensee, effective January 2006. In the meantime, fall '05 product from Bandai has started its rollout. Playmates joins a roster of 350 licensees signed by worldwide agent DIC on behalf of American Greetings. Playmates will produce new dolls, playsets and role-play toys in early 2006 to expand the existing line. DIC has also just sewn up the first-phase partners for its spin-off Strawberry Shortcake Baby program. Infant products hitting U.S. retailers this spring will include SKUs from Children's Apparel Network (master apparel), ABC Development (feeding/table top), Fabrics by Spectrix (fabrics), Deco Pac (cake decorating, edibles), Infant Specialty Company (hair accessories, headwear), Kids Headquarters (outerwear), Dolly Inc. (bedding, bath, home furnishings), ES Originals (footwear) and United Legwear (legwear, socks, hosiery).