WildBrain is continuing to expand key franchises, Teletubbies, Strawberry Shortcake and In the Night Garden, with new consumer products partnerships revealed ahead of Licensing Expo in Las Vegas (21-23 May).
The latest global collaborations celebrate the nostalgic appeal and enduring cross-generational fandom of the legacy properties.
“The fandom for our beloved franchises Teletubbies, Strawberry Shortcake and In the Night Garden is soaring across demographics and territories around the world,” commented Elizabeth Litten Miller, vp franchise strategy at WildBrain. “As the heritage of these brands continues to resonate, our latest licensing partnerships and activations bring their pop culture appeal to life in unique, playful and eye-catching ways.”
House of Teletubbies World Tour
Hot off the success of last year’s House of Teletubbies LA pop-up at the World of Wonder headquarters, the Teletubbies are bringing their message of ‘big hugs’ to the global stage, partnering with artists, culture drivers, retailers and fashion houses around the world.
Launching this summer with activations throughout 2025, the House of Teletubbies world tour will celebrate the colourful quartet through pop-up stores and event activations, Pride events and conventions, along with art installations and stand-out fashion moments.
To kick off the world tour in June, the Teletubbies are travelling to Thailand to partner with retail company Siam Piwat for Bangkok Pride. The partnership sees the Teletubbies lead the Pride Parade, along with a full mall takeover in the Siam Center and the launch of a pop-up shop and café featuring exclusive products and costume character meet-and-greets.
Licensing partners tied to the Pride celebrations include Take Toys which will launch a range of Teletubbies plush, apparel and accessories, and Iconic Apparel Group and Leisure Projects for apparel and accessories.
The Teletubbies will then head to Las Vegas in June, partnering with renowned Los Angeles-based artist ONCH, who specialises in wearable art, for an immersive pop-up at Kappa Toys in AREA15. The pop-up will include Teletubbies merchandise from several partners across apparel, collectables and accessories.
In July, the Teletubbies will once again sashay their way to RuPaul’s DragCon LA, where fans can relive their childhood with a special meet-and-greet, plus participate in a range of family fun activities in the Teletubbies-sponsored Kids Zone.
The Teletubbies will continue their House of Teletubbies global tour throughout the fall and into 2025 with more dates and destinations still to be announced.
New licensing partnerships for Teletubbies
In a global collaboration timed to Pride month in the US and UK this June, Glisten Cosmetics is releasing a new line featuring four eye liner palettes inspired by Tinky Winky, Dipsy, Laa-Laa and Po. The full collection also features fun and unique products including Tubby Custard highlighter, Tubby Toast powder puffs and make-up brushes and a mirror inspired by the Sun Baby. The line also includes four different Teletubbies totes and makeup bags for travel.
WildBrain’s official Teletubbies direct-to-consumer webshop, from licensee Star Editions, continues to engage global fans with new products and collections, including the recent limited edition apparel collaborations around Tubby Toast, and an upcoming collection that brings together the Teletubbies, Strawberry Shortcake and street art collective MurWalls.
In further worldwide partnerships, Koi Footwear will be building on the success of its 2022 collection with an expanded range that features kids’ styles alongside adult footwear. In the US and Canada, TeeTurtle is set to launch a range of Teletubbies plush toys in summer 2025.
In China, new licensees include Shenzhen Pindao Catering Management Co for a promotion with premium tea brand Naixue Tea, and Sunny Fields Enterprise, the China arm of Little Freddie, for baby food.
Strawberry Shortcake serves up sweet new deals and activations
As Strawberry Shortcake celebrates her 45th anniversary this year, the brand continues to expand into new categories including food and beverage, cosmetics and more. Retailer FYE is featuring an in-store takeover with Strawberry Shortcake sweet treats, including sugared gummies, freeze-dried ice cream and sodas. FYE is also carrying exclusive Strawberry Shortcake products from other licensees in-store and online, including Mad Engine’s ceramic bowl, drink tumbler and matching mug. A second drop is planned for June with all-new items, including a charm bracelet featuring Strawberry and her ‘berry besties’.
Also, in the food and beverage space, XO Marshmallow is set to launch a Strawberry Shortcake takeover through packaging as well as in-store signage.
A new partnership with digital nail salon Pamper Nails saw the launch of a Strawberry Shortcake mystery box in April, available online in the US, featuring custom nails and manicure accessories in picnic basket-themed packaging. In the US and Canada, TeeTurtle is set to launch a range of scented plush toys for Strawberry Shortcake in July. Additionally, global fashion brand Skinnydip has signed on for further Strawberry Shortcake skus, including co-branded apparel pieces, while Shein is set to launch a Strawberry Shortcake apparel and accessories collection this summer.
In the Nordics, Hybris has come on board for apparel and accessories, along with a direct-to-consumer deal for apparel via Shirtstore. In the US, Canada, Australia and New Zealand, LYA Design has signed a deal for an apparel line that celebrates classic Strawberry Shortcake, now available through the popular DTC brand Micotaku.
New consumer products for In the Night Garden
In the Night Garden and its world full of fascinating stories, nursery rhymes, music and humour continues to delight preschoolers. A new global deal with Tonies sees the launch of an Upsy Daisy figure, while master toy licensee Golden Bear is developing new plush and toys in the UK.
The new products follow the successful launch of In the Night Garden products in MINISO stores globally last year, which included a flagship store takeover in the Guangzhou, China, garnering a strong presence on social media.
WildBrain CPLG will be on booth J206 at Licensing Expo 2024 (21-23 May).
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