Embracing Heritage and Expanding Horizons
The Care Bears brand is riding a wave of momentum, driven by robust business growth and innovative collaborations. The brand is making a splash in retail locations in fun and unexpected ways, and its presence continues to grow globally.
As Care Bears celebrated its 40th anniversary in 2022, the brand embraced its rich heritage that has made it a favourite across generations. “Looking forward, we’re excited to expand our digital footprint and roll out some innovative collaborations that will captivate both new and longtime fans,” says Robert Prinzo, head of global licensing at Cloudco Entertainment. “We’re dedicated to adapting to the ever-changing consumer landscape, all while staying true to Care Bears’ enduring values of kindness and care.”
shares. These collaborations will unveil Care Bears-themed worlds and interactive experiences that make learning fun and immerse young gamers in the community and values the Care Bears represent.
For teens and young adults, the focus is on integrating the iconic Care Bear Stare into marketing messaging. “Care Bears fans of all ages have adopted the iconic Care Bear Stare as a symbol of compassion and unity,” Robert explains. Through partnerships with fashion brands and digital content creators, the brand aims to produce trend-driven apparel and unique social media content that resonates on the platforms these digital natives use most.
Cloudco has just wrapped up a global research study covering over 22 markets and Robert says: “The insights we’ve gained have really validated what we already knew about our brand. Based on these findings, we’re gearing up to roll out some exciting new strategies. It’s all about staying dynamic and responsive in today’s market, while remaining true to our values.”
Licensing plays a central role in the strategy for the coming year, designed to connect deeply with diverse audience segments. “For our youngest fans, we’re excited to introduce Care Bears to popular gaming platforms like Roblox, Fortnite and Nintendo Switch,” Robert
“Our ‘kidults’, the adults who grew up loving the Care Bears, will be treated to premium collectibles and merchandise that tug at their nostalgic heartstrings yet fit into their adult lifestyles,” Robert continues. Exclusive collaborations and limited-edition releases will celebrate the heritage of the Care Bears, ensuring long-time fans and collectors feel a continued connection to the brand’s legacy.
“We see Care Bears as so much more than a beloved childhood toy,” Robert says.
“Our goal is to meet our fans wherever they are, continually reinforcing the values of kindness and community. Whether it’s interacting online or experiencing our brand in the real world, each touchpoint is designed to spread the warmth and joy that the Care Bears stand for.”
Above: Robert Prinzo.
Left: Truffle Shuffle’s collection channels nostalgia for fans who grew up with the Care Bears.
Inset: Care Bears is a staple brand at Miniso
GLOBAL REACH
Sharing and caring across the globe
For over 40 years, Care Bears has been spreading the message of kindness, friendship, and positivity with fans of all ages across the world.
The Care Bears brand is set for an exhilarating year ahead, with global Direct-to-Retail (DTR) partnerships featuring both new and longstanding collaborators.
“These partnerships will bring Care Bears closer to fans of all ages, offering a diverse mix of products that celebrate not only nostalgia but also the trends in lifestyle, diversity, and inclusion,” says Charlotte Payne, director of international licensing at Cloudco Entertainment.
In Europe, Cloudco has engaged new agency representatives, enhancing business expansion into the Middle East, Nordics, Iberia, Italy, Central Eastern Europe, Greece, and Turkey. “All of our agents are an integral part of our international team, helping us tailor our activities to resonate with local fans—a strategy that has already proven successful in the UK, France, and Germany,” says Charlotte.
In its more mature markets, Cloudco is collaborating with retailers to offer
a Mum & Me range, expanding into infant and baby categories. This initiative has been wellreceived in Australia, appealing to fans from the 1980s who are now new parents.
In Asia, the brand is performing exceptionally well, with expanded collaborations with Miniso and PopMart. Engagement with K-Pop bands and celebrities is capturing new audiences globally as Korean music gains international popularity.
The partnership with Big W in Australia has strengthened significantly, offering products across various categories, including Mother’s Day and Baby Week. “In 2025, we’re also looking forward to introducing unique partnerships in Japan and India, including our own sweet treats pop-up food truck in Tokyo,” says Charlotte.
In Latin America, particularly in Brazil and Mexico, new partnerships in fashion, toys, and Back-to-school will bring the brand to life in these vibrant markets. “We have discovered a huge fan base through recent research,” Charlotte explains.
A new strategic partnership with Simba Dickie Group will lead the plush and toy category across EMEA, as Charlotte explains: “Plush toys are a core element of Care Bears’ DNA, and we’re eager to innovate in this category with new partners in collectibles and toys, driving growth beyond our established
“Lastly, after two successful years of expanding our adult lifestyle brand, it feels right to now extend these offerings into the kids’ space,” says Charlotte. “We’re thrilled about our latest partnership with Grupo Ruz in Mexico, set to launch an extensive range of plush, toys, and BTS in 2025.”
fashion business.”
A second Care Bears Café opened in Thailand in July in the Mega Bangna Mall in Bangkok. The café serves up Care Bears-themed food and drinks as well as plenty of merchandise. There are plans to open more Care Bears Cafés in other locations around the world.
Above: Care Bears Café in Mega Banga Mall.
Above: Charlotte Payne.
Above: A selection of products available in Big W in Australia.
A Year of Celebrations, Collaborations, and Care
It’s been a busy year for Care Bears, with a focus on celebrating friendship and expanding its global presence through innovative marketing campaigns that embrace the core values of Care Bears: sharing, caring, kindness, and positivity.
Ensuring the Care Bears brand stays relevant for today’s audience involves a combination of honouring its classic roots and evolving with contemporary trends and cultural dynamics. The brand remains true to its core values of sharing, caring, kindness, and positivity, which resonate universally across generations.
Cloudco’s market research has shown that today’s consumers seek genuine, purpose-driven brands that foster real connections. “Care Bears truly embodies these qualities and resonates deeply with today’s conscientious consumers. We’re proud to be a brand that stands for more than just products; we stand for heart and
care in everything we do,” says Kristeen Tibbits, head of marketing at Cloudco Entertainment.
“This year has been dedicated to celebrating friendship,” says Kristeen. “Our global Care Bears Beary Besties campaign highlights the joy and magic that come from having amazing friends, both human and Care
Care
as a
marking one of the hotel’s most successful activations to-date. Tickets were in such high demand that they sold out by the first day of the event. For two weeks, the Alto Room was transformed into the whimsical world of CareA-Lot, where guests indulged in an array of delectable sweet and savoury treats. Each attendee also received a fun goodie bag to take home, adding to the enchantment of the experience.
The
Bears Afternoon Tea at The Langham Melbourne has emerged
spectacular triumph,
Right: Care Bears Afternoon Tea at The Langham was a sell-out success.
Above: Party Time by Xue Wang at the Care Bears Forever event in LA.
Bear alike. A shining example of this was our recent collaboration with Hello Kitty and Friends, merging two iconic brands to the delight of fans of all ages.”
One of the highlights this year is the Bear-y Scary collaboration with Universal Products, which combined the whimsical world of Care-A-Lot with the chilling universe of Universal Monsters. This unexpected partnership brought the lovable Care Bears together with iconic horror legends, “an unexpected surprise combining two worlds our fans never imagined would meet,” exclaims Kristeen.
Earlier this year, the Corey Helford Gallery in Los Angeles hosted an extraordinary exhibition featuring over 75 prominent artists from the contemporary art scene, showcasing new pieces inspired by Care Bears. Alongside fresh interpretations by today’s artists, attendees enjoyed original ‘80s Care Bears watercolor paintings by Elena Kucharik. The exhibition drew crowds four times larger than usual and generated over $100K in art sales within the first 10 days. “The event celebrated
appearance at the Gloworm Festival in August, featuring flower power parties and an interactive good vibes wall that celebrated friends, family, and positivity. This summer also saw the debut of the international Care Bears Forever art exhibition on London’s Southbank, showcasing original artwork and new interpretations by local artists.
Care Bears continues to support its charity partner, Young Lives vs Cancer. On Care Bears’ Share Your Care Day on September 9, Cheer Bear spread joy and raised funds at HMV’s flagship London store as part of a regional and international social campaign. Later in the year, the focus will shift to self-care and caring for others. During World Mental Health Month, a campaign will emphasise the importance of caring for every member of the family and community. In Australia, throughout October, a partnership with online florist LVLY will allow people to send Care Bear Hugs by post. Additionally, Care Stations at select Westfield shopping centres in Sydney will offer relaxation for parents and engaging activities for children.
There’s also exciting initiatives in the gaming space, with Kristeen explaining: “We’re actively pushing the envelope with new collaborations on digital platforms, like Roblox, establishing the brand as multigenerational and multi-platform.
the timeless appeal of the Care Bears and showcased the dynamic and evolving creativity of the artists,” Kristeen remarks. In the UK, Care Bears made a vibrant
As part of our ongoing evolution to engage a diverse, global audience, we’re gearing up for the launch of a new Roblox game this autumn. We’re also diving into the worlds of Fortnite and PKXD, alongside launching new games for Switch and other consoles.”
Left: Kristy Miall. Below left: Kristeen Tibbits.
Above: The Care Bears Forever event in LA attracted a large crowd on opening night.
MARKETING
Looking ahead to 2025, Kristeen teases the Care Bear Stare.
“Care Bears are ready to embark on new adventures, lighting up the world with the incredible power of sharing, caring, kindness and togetherness. Each Care Bear has a special belly badge symbol that represents their unique abilities, and our upcoming Care Bear Stare
campaign will highlight these strengths and superpowers. The iconic Care Bear Stare is set for a grand return, while we continue to focus on our three pillars: caring for others, caring for our minds and caring for the earth.”
By keeping a pulse on both industry and consumer trends, Cloudco can stay
ahead of new developments, ensuring the brand remains relevant, vibrant, and impactful. “Investing in research is key to maintaining our market position, and we are committed to using these insights to innovate and meet consumer expectations, driving the growth and continual evolution of the Care Bears’ brand. After all, kindness and caring never go out of style,” says Kristy Miall, global marketing director.
Inspired by the success of the Care Bears Forever exhibition in Los Angeles, Cloudco is rolling the concept out internationally. The first international pop-up, Care Bears Forever: London, was a celebration of the enduring love for Care Bears. Held over two weeks from 29 August until 11 September, this memorable experience featured 33 pieces of original Care Bears watercolor paintings alongside creations from local contemporary artists, each offering their unique interpretation of the iconic characters.
Above right: The Care Bears Forever: London exhibition featured original artworks alongside contemporary pieces.
Above: Hello Kitty x Care Bears brought together two iconic brands. Left: Care Bears were part of the Gloworm Festival in Nottingham in August.
Beary Besties
The Care Bears toy line from Basic Fun! continues to shine, demonstrating impressive year-on-year growth and solidifying its position in NPD’s top 30 in the plush toy category. Holly Lackey, director of marketing and licensing, UK and Europe, shares insights on the ongoing success and exciting developments in the pipeline.
Reflecting on the bestsellers, Holly highlights the shift from last year’s popular mini plush to the current craze: Micro Teenies. “Micro Teenies launched this summer and are hot and selling out,” she says. “These adorable, miniature toys tap into the nostalgia trend, while also responding to the huge demand for all things micro.” Transforming the iconic Care Bears into adorable, novelty figures in tiny boxes, the Micro Teenies have become must-haves for fans.
swirl of blues, greens, and purples, captivates the eye, while the fuchsia Be Me Bear adds a vibrant touch to the collection. Notably, all new medium plush characters are made from recycled materials, underscoring Basic Fun!’s commitment to sustainability. Looking ahead to 2025, Basic Fun! continues to introduce brand-new characters into the medium plush assortment, developed with relevant themes and a range of emotions in mind.
The new characters in the Care Bears 35cm assortment are also hitting a sweet spot with fans.
True Friend Bear, with her multi-colored accents and patterned fur, is a standout. Good Wishes Bear, featuring a mesmerising
Retail activations remain a cornerstone of the brand’s strategy. “As ever, we’re throwing our full weight behind the Care Bears master toy line, supporting Cloudco with as many of their wider brand activations as is possible, while also running our own toy-centric ones,” says Holly. “This year, the scale of support for the Care Bears brand is huge. We’ve been working closely with our retail partners to deliver continued in-store activations at HMV, Hamley’s and many indie stores, such as Midco, Toys N Tuck, G3, Banba, and Arnotts to name a few.”
The marketing plan is equally robust, featuring paid media across platforms like YouTube, Meta, and TikTok. Multiple waves of influencer activity will spotlight new launches, with a strong push for the toy collection at peak season.
Adding a spooky twist to the lineup of toys and collectibles, the unexpected collaboration with Universal’s Monsters has been an incredibly successful mash-up of beloved brands. The toy collection features Cheer Bear as the Bride of Frankenstein, Grumpy Bear as Frankenstein’s Monster, Tenderheart Bear as Dracula, Bedtime Bear as the Mummy, and Good Luck Bear as Creature from the Black Lagoon.
The Care Bears brand shows no signs of slowing down, continuing to capture hearts with its blend of nostalgia, innovation, and strategic marketing. The beloved bears remain a timeless favourite in the toy world.
Above: Holly Lackey.
Right: True Friend Bear is new for 2024.
Below: Care Bears x Universal Monsters.
Above: Christmas Micro Teenies are coming.
UK LICENSING
Caring
Collaborations
Bulldog Licensing has been representing Care Bears in the UK for seven years and has seen the brand grow alongside its partners. A fresh raft of collaborations has seen the brand expand its presence at retail across multiple categories.
There are currently over 30 licensees for Care Bears, including many long standing partners, including “some who have been working on the brand even longer than we have,” says Sophie Yates, brand manager at Bulldog Licensing.
“New partners signed recently and launching imminently include Stitch & Story, Heathside Trading and Sinco Toys. The licensing programme is constantly growing, and we have many deals in progress currently that we will be announcing soon.”
Softlines remain the biggest category for Care Bears in the UK. This diverse category covers multiple products suitable for all demographics, from babies to adults. “We work with fantastic partners, including Blues, Poetic Brands, Bioworld, and Aykroyds TDP, as well as collaborations with Skinnydip and Truffle Shuffle,” says Sophie. The wide range of products and partnerships means there’s something for everyone, a fact highlighted by the broad spectrum of retailers supporting Care Bears.
In addition to softlines, Care Bears has seen significant growth in several other categories over the past year.
“We’ve really seen growth across stationery, gifting, homewares, and dress up,” Sophie notes. New products include a stationery range from Blueprint, puzzles from Gibson’s Games, and
Since January 2024, more than 20 style guides have been created by Carlos Villagra, head of creative, and team at Cloudco Entertainment. There are a mix of styles to target different audiences, and new packaging guides have also been released.
“These new style guides make the products look up-to-date, and range from sport and selflove, to seasonal styles such as Valentine’s Day or Halloween,” says Rocio Fernandez, creative executive at Bulldog Licensing. “UK licensees are always on the lookout for these releases and are eager to launch new products around them, such as Little K Clothing who have used the new watercolour guide.”
Rocio Fernandez.
Leggings from
more coming across novelty and gifting, as well as dress-up items from Rubies and two Tonie characters. “It’s exciting to see how the brand continues to expand into further categories,” she says, reflecting on the brand’s dynamic growth.
Over the past 12 months, Bulldog Licensing has collaborated with some smaller homegrown companies. “We’ve worked with Little K Clothing, which uses beautiful prints for fabrics and handmade clothes for children, Pawprint Family, who sell fun, collectible embroidered badges, and Flamingo Candles, which offers an amazing range of shaped and scented candles,” Sophie shares.
The future holds even more exciting character collaborations for Care Bears. “There are some exciting character collaborations coming up next year,” Sophie teases. Although she can’t share too much yet, she says “watch this space” for more news.
Right: New dress up from Rubies.
Above:
Right:
Little K Clothing use the watercolour style guide.
Above: Sophie Yates.
Care Bears Shine at Retail
H&M
Kim McIntyre, senior licensing manager UK & EMEA, Cloudco Entertainment
“Our collaboration with H&M is thriving, and we’re entering our fourth year together. Our product range mainly features apparel and accessories for both adults and children, which have become significant drivers of our partnership. As we move into 2025, we’re looking forward to expanding the line to include more product categories and to reach new demographics, along with some really unique collaborations. Keep your eyes peeled for some exclusive launches coming soon.”
HMV
Gary Williamson, director of pop culture
“For me, Care Bears is one of the highlights of the 80s, alongside The Jam. I think it is still going strong after 40 years due to its attention to detail. Much like Quality Street, there is a Care Bear for everyone. At HMV, we have everything from plush to tee shirts. Highlights include the Heroes Inc Hugs tee and the Truffle Shuffle Care As You Are tee.”
Above:
TRUFFLESHUFFLE
Aby Sollitt-Davis, brand director
“At TruffleShuffle we are huge Care Bears fans, we grew up with the plush, the lunchboxes, the duvet covers. So, there are endless ideas of what we can add to the range. We have knitwear with delicate embroidered details, classic tee shirts, classic socks, fluffy socks, pyjama sets, and our dresses now have matching hair scrunchies that have been made with fabric off-cuts to reduce any fabric wastage from the production line. The smock dresses are my favourite because they are so comfortable and versatile. You
From softlines to toy, Care Bears is a consistent top performer for its retail partners.
MINISO
Kim McIntyre, senior licensing manager UK & EMEA, Cloudco Entertainment
“At Miniso, plush toys remain a cornerstone of the collection and are always popular with our fans. However, some of our hottest items lately include blind box collectibles, drinkware, and home accessories. Over the past year, we’ve introduced 255 SKUs, constantly refreshing our offerings. We’re particularly excited about expanding our collaboration into the health and beauty sector. It’s been a hit with younger adults and aligns perfectly with what both Miniso and Care Bears customers want. Miniso is also actively expanding its retail presence, opening new stores across the US, UK, Europe, and Latin America. This expansion is helping us bring the joy of Care Bears to even more fans around the world.”
Above: Care Bears feature prominently in Miniso stores
can wear them loose or belt it for a cinched waist look, they layer really well so they are an all year round item plus the prints are just the cutest. But the bestseller is our Care Bears multi cloud vintage wash charcoal tee shirt, which is the perfect combo of fun, colourful bears and the vintage look.”
Below: HMV carries a range of product across multiple categories.
The retro look is key for H&M.
Inset: This tee shirt is the bestseller at TruffleShuffle
YOUNG LIVES VS CANCER
A Heartfelt Partnership
Young Lives vs Cancer, a charity dedicated to supporting children and young people and their families through the challenges of cancer, has found a perfect partner in Care Bears.
The partnership between Care Bears and Young Lives vs Cancer was initiated by Bulldog Licensing in 2021, ahead of Care Bears’ 40th anniversary. Bulldog Licensing approached Tracey Richardson, licensing and partnership director at Louis Kennedy to find a charity partner that resonated with the brand’s ethos.
“With any charity partnership, the key is to find the fit between brand and charity that is clear and obvious to all. Caring was the clue. Young Lives vs Cancer is a caring charity, and the Care Bears, care,” Tracey says, emphasising the natural alignment between the two. Young Lives vs Cancer helps children and young people (aged 0-25 years old) as well as
Julie Millar, partnership and philanthropy manager at Young Lives vs Cancer, revealed a shocking statistic showing how impactful and necessary the work of the charity is; “every day, 12 more children and young people hear the devastating news they have cancer, and each badge sold is going to help us raise vital funds for children and young people with cancer across the UK. The theme of Care Bears has so much synergy with us as a charity and truly represents what we do”
Right: The pin badges and key rings have been a huge success, raising £250,000 for Young Live vs Cancer.
their families find the strength to face whatever cancer throws at them. The impact of a diagnosis is different for every family, so the charity works hard to make sure each family has the care and support they need to get through cancer.
Since the launch of the partnership, the response has been overwhelmingly positive. Tracey highlights the success of the campaign, which includes collectible pin badges, key rings, and Christmas-themed products sold in One Stop stores. “We’ve been thrilled by the enthusiasm of both the staff and customers,” she says. “We’re delighted this has resulted in Young Lives vs Cancer becoming one of One Stop’s three core charities.”
Pin badges and key-rings have also been on sale in JD Wetherspoons, a long-standing supporter of the charity, thanks to staff seeing the products in One Stop and asking to have them to sell for the charity too.
“Over £250,000 has already been raised,” Tracey proudly reports. “With further campaigns and new initiatives already in the calendar, we see this partnership reaching its first £1 million soon.”
The future looks bright for this partnership, with the Care Bears’ message of care and compassion spreading hope and support through Young Lives vs Cancer, one badge, one key-ring, and one smile at a time.
Below: One Stop staff are right behind the campaign.
Partner Power
Care Bears is a tried-and-tested property that continues to deliver year-on-year for partners across a wide range of consumer products.
FLAMINGO CANDLES
Ryan Francis, managing director
“We find that our customers buy into our Care Bears collection for gifting purposes, as an uplifting treat and to reminisce their childhood. We’ve just launched a range of ten new Care Bears products, including our first ever scented pillar candle in our five core Care Bears and their corresponding fragrances.”
PALADONE
Barbara Echevarria, svp global licensing, marketing and product
“Care Bears is a brand-new opportunity for us. We’re working on two distinct collections: one collection is designed for nostalgic adult fans, and the other is aimed at younger kids. For kids, we’re introducing a fun range of night lights, bedroom decor, and craft kits. For teens and adults, we’ve developed stylish yet functional home and kitchen products, including snack boxes, water bottles, and gift sets.”
BIOWORLD
Richard Radford, head of licensing
RUBIES
Fran Hales, head of portfolio and marketing
“Bioworld International has been a Care Bears licensee for over four years now. With expanding, fun ranges available at many great retailers, Care Bears continues to excite all ages. This autumn we will be launching brand new ranges of leisurewear, nightwear, essentials and accessories at retail and there will even be a tee shirt range for men too.”
“We’re looking to expand on the new Care Bears costume collections and the possibilities of adding in accessories such as headbands to the range. We feel these would work particularly well with Gen Z and millennials, especially for key summer celebrations and events. We are also looking into an expansion of the costumes to featuring a wider selection of our favourite and new Care Bears.”
BLUEPRINT
Lisa Shand, managing director
“We have been working with Care Bears for three yars and we love the nostalgic, fun appeal the collection has which helps it reach a broad audience. This year has seen a really positive uplift in demand for the collection and there will be seven new lines added to the collection for Spring 2025.”
Left: Stationery from Blueprint
Right: Care Bears costume from Rubies.
Below: New tee shirts for men from Bioworld.
Above: Flamingo Candles.
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