AGP Grows Strawberry Shortcake in Israel

AG Properties, the IP and outbound licensing division of American Greetings Corporation, has signed a raft of deals for its Strawberry Shortcake property in Israel, including the Gaza Strip and West Bank territories. The deals were negotiated by Point of View, AGP’s licensing agent in the region.  

“Strawberry Shortcake continues to grow internationally, with the Middle East becoming increasingly important for the brand,” says Carla Silva, senior vice president, global licensing, AGP. “These agreements set forth a strong foundation for substantial regional growth.”

The new deals include:

• Magnum has signed for girls’ underwear that launched this spring at fashion accessory, clothing, novelty, footwear, mass and gift and toy stores.

• B&S Toys and Brands are partnering for ancillary toys such as musical instruments, toy cell phones, jump ropes, toy cash registers, kitchen sets and yoyos to be sold across a broad range of mid-tier and specialty stores. Products are available this season.

• New brand licensee Creative Toys is on board for board games, activity books, stickers, crayons and puzzles for mid-tier, mass and upscale department stores, in addition to specialty retailers.

In addition to these new deals, AGP has renewed contracts with existing licensees Amitex for bedding and bath products and World of Mugatim for summer and winter suits, dresses, sleepwear and coats.

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