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Article: Bandai releases updated Strawberry Shortcake line. (Licensing).(Brief Article)
- Article from:
- Home Accents Today
- Article date:
- February 1, 2003
CopyrightCOPYRIGHT 2003 Reed Business Information, Inc. (US). This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Cypress, Calif. -- After being off the shelves for 10 years, Strawberry Shortcake reappeared at major retailers last month, when Bandai reintroduced Strawberry Shortcake dolls, playsets, plush and other toys.
Licensor American Greetings, in partnership with DIC Entertainment, has given Strawberry Shortcake an updated look, including jeans and more contemporary clothing, such as wide-brimmed hats and colorful T-shirts. The dolls sport the same signature scents as the originals.
"It's a huge deal, as you can imagine," said Cliff Jin, account executive at Rogers & Associates, the public relations firm representing Bandai. "She's been gone for so long and so ...