LOS ANGELES — Strawberry Shortcake was having an identity crisis. The “it” doll and cartoon star of the 1980s was just not connecting with modern girls. Too candy-obsessed. Too ditzy. Too fond of wearing bloomers.
So her owner, American Greetings Properties, worked for a year on what it calls a “fruit-forward” makeover. Strawberry Shortcake, part of a line of scented dolls, now prefers fresh fruit to gumdrops, appears to wear just a dab of lipstick (but no rouge), and spends her time chatting on a cellphone instead of brushing her calico cat, Custard. Her new look was unveiled Tuesday, along with plans for a new line of toys from Hasbro.
On top of her new toy line, Strawberry Shortcake is getting a new computer-animated movie and a new TV series, starting next year. This time, in keeping with contemporary nutritional concerns, they will downplay the sugary dessert theme and move, as the company’s head creative designer put it, “fruit-forward.”
“It’s also about creating a cohesive line,” he said. “We’re downplaying characters that were part of Strawberry’s world but who didn’t immediately shout out fruit.”
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