Canada’s DHX Media and New York-based Iconix Brand Group have partnered to develop and produce a new animated series based on the Strawberry Shortcake brand.

As outlined in the long-term agreement, the companies will co-develop, finance and produce at least 39 new half-hour episodes of Strawberry Shortcake, with the option to produce more.

DHX Media will produce and globally distribute the new show, with its international licensing agency, CPLG, holding first-right of negotiation to represent the brand in certain territories. Iconix will handle global merchandising and licensing for the brand.

An additional deal will see DHX become the exclusive global distributor for the Strawberry Shortcake back catalog, adding 108 half hours to the eight half-hours already in its distribution library. DHX made similar, albeit multi-property, deals with Mattel and DreamWorks Animation in late 2015. The further addition of Strawberry Shortcake should help boost DHX’s distribution and proprietary production revenues, which were down by 21% and 20%, respectively, according to Q3 earnings reported yesterday. 

Iconix bought the Strawberry Shortcake brand for US$105 million in February 2015 from American Greetings, and the company has since expanded the property into the digital realm─with 107.5 million downloads for the full suite of Strawberry Shortcake apps to date. The fourth season of Strawberry Shortcake’s Berry Bitty Adventures (pictured), co-produced by Iconix, premiered last June on Discovery Family Channel in the US.

From Playback.