New York-based American Greetings Properties (AGP) and Exim Licensing Group, AGP’s international licensing agent for Brazil, have signed deals with several new merchandising partners for the Strawberry Shortcake brand. The deals cover a vast range of products that will help further establish Strawberry Shortcake as one of the most popular properties in Brazil.

Brazil is one of Strawberry Shortcake’s top international markets with more than 50 licensees in all major categories. The new licensees for Strawberry Shortcake, known as Moranguinho in Brazil, include Rubies do Brasil (Costumes and accessories), Stock 25 (Hair accessories), Arcor do Brasil (Candy), Climaco Comercio (Nail polish) and Plasutil Industria (Housewares). In addition to the new deals, AGP and Exim renewed contracts with several major licensees in Brazil including Editora Alto Astral and Ciranda Cultural (Publishing), Grendene (footwear) and Foroni (American Greetings core product and stationery products).

In addition to its expansion across Brazil, AGP and Exim have signed a regional deal with Marmol & Sons (Perfume) for Strawberry Shortcake in the Caribbean, Central America, Peru, Venezuela, Ecuador, Uruguay, Colombia and Chile.

Strawberry Shortcake debuted in 1980 as a line of social expressions products, as well as toys, videos, games, crafts and books. Strawberry Shortcake is currently the star of her own television series, Strawberry Shortcake: Berry Bitty Adventures, which airs on The Hub television network.