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New year-long brand campaign kicked off during San Diego Comic-Con weekend with Purrfect Pets Pawp Up pet adoption event in partnership with The Animal Pad
Toronto – July 29, 2026 – WildBrain, a global leader in family entertainment, has launched Purrfect Pets, a new year-long brand campaign celebrating the beloved animal companions of Strawberry Shortcake and her Berry Besties. Throughout the campaign, fans and partners can look forward to new content, activities and pet-inspired products that spotlight the special bond between pets and their owners, including an expansion of the Strawberry Shortcake pet accessories and clothing line, launching spring 2027. The campaign is also introducing @custardthecatofficial, a new dedicated Instagram account for Strawberry’s fan-favourite feline Custard, which will serve as a hub for pet-themed content and one of the campaign’s key fan engagement platforms.
The campaign kicked off during San Diego Comic-Con weekend with the Purrfect Pets Pawp Up, a pet adoption event held at Malibu Farm San Diego in partnership with The Animal Pad, a local all-breed dog rescue organization. Hosted along the Seaport Village boardwalk, the free public event welcomed guests and their own beloved pets for a berry sweet afternoon of furry fun, while supporting The Animal Pad’s efforts to help rescue pets find their “furever” homes.
The event opened with an exclusive Yappy Hour for pet creators, helping amplify the message of rescue, responsible pet ownership and community engagement to thousands of pet lovers across social media. From there, guests enjoyed a paw-riffic day filled with Strawberry Shortcake fun, including meet-and-greets with Strawberry Shortcake, picture-purrfect photo opportunities, exclusive giveaways from partners including G Mason Group, Velondi’s Gupperz, Jay Franco and Treasures Gifted, themed activities and signature treats for pets and humans alike, including pet-friendly Pupcakes and people-friendly cookies from Magnolia Bakery.
“The pets of Strawberry Shortcake have always been beloved characters in their own right, making Purrfect Pets a natural and heartwarming theme for the franchise. The campaign allows us to tell new stories, showcase fan-favourite characters like Custard and Hopsalot, and create meaningful opportunities for partnerships across pet-themed consumer products, retail, content and live experiences. We couldn't imagine a better way to kick things off than partnering with The Animal Pad for the Pawp Up, celebrating the joy pets bring to our lives while helping deserving dogs find their furever homes.”
Ben Peace, EVP Franchise, WildBrain
For more information, please contact:
Media
Misha Harding, Communications & PR Manager WildBrain
About WildBrain’s Strawberry Shortcake
WildBrain’s Strawberry Shortcake is one of the world’s most adored characters. Since her 1970s debut on a simple greeting card, Strawberry Shortcake has evolved into a “berry” beloved brand for generations of fans. She has starred in multiple animated series and specials with her “berry best friends” over four generations and continues to deliciously delight audiences across television, streaming and digital platforms globally. Since the launch of her iconic 1980s scented dolls, Strawberry Shortcake and friends have captured the hearts of millions through a diverse array of sweet products and yummy experiences. Strawberry Shortcake is owned by WildBrain, a global leader in family entertainment.
About WildBrain
At WildBrain, we build and grow beloved family brands through exceptional entertainment experiences. Home to franchises such as Strawberry Shortcake, Teletubbies, Yo Gabba Gabba!, Inspector Gadget and Degrassi, we are a global leader in franchise management—bringing stories to life through content production, audience reach and consumer products. Our award-winning studio has partnered with top global platforms such as Apple TV, Netflix and the BBC, producing acclaimed series such as The Snoopy Show, Strawberry Shortcake: Berry in the Big City, Teletubbies (2015), Yo Gabba GabbaLand! and Finding Her Edge. The WildBrain Network, offering more than 1,000 channels across YouTube, FAST and AVOD, delivers premium-quality content to today’s kids and families wherever they’re watching—connecting advertisers to audiences at scale through brand-safe media solutions. WildBrain CPLG, our global licensing and consumer products arm, represents our own and partner brands across major territories worldwide. Headquartered in Toronto, WildBrain trades on the Toronto Stock Exchange (TSX: WILD). Visit us at wildbrain.com.