The article, written for the Washington Post Comic Riffs section, celebrates the revival of the classic Strawberry Shortcake franchise. It highlights how Iconix Brand Group—owner of the property—is giving the beloved 1980s character a fresh burst of life through two major new projects: a new ongoing comic-book series and a brand-new animated television series.
Six years earlier (around 2010), the licensing company made a big $175 million push into character-based entertainment by acquiring properties like Peanuts, Dilbert, and Fancy Nancy. The piece notes that Iconix, traditionally strong in fashion brands, recognized that “character is king” when it comes to content.
IDW Publishing has launched a new Strawberry Shortcake comic series (the article includes an image courtesy of IDW). It positions the comics as a way to reintroduce the cheerful, berry-themed world to both longtime fans and new readers.
Iconix announced a long-term partnership with DHX Media (now WildBrain) to co-develop and co-produce a new Strawberry Shortcake animated series. Plans called for at least 39 half-hour episodes, with DHX handling production and worldwide distribution, while Iconix would manage global merchandising and licensing. The deal was positioned as a major step to grow the brand through new content.
The overall tone is upbeat and nostalgic, framing the developments as Strawberry Shortcake “blooming anew” after years of relative quiet. The piece presents the dual comics + animation push as a smart, coordinated revival strategy by Iconix to bring the sunny, friendship-focused ’80s icon back into the spotlight for a new generation.