Care Bears 40th Anniversary Supplement by thebuggreport

Feature Interview and Global Brand Update

Robert Prinzo Head of Global Licensing

Earlier this year, The Bugg Report had the chance to speak with Robert Prinzo (Head of Global Licensing at Cloudco Entertainment) to discuss all things relating to the 40th Anniversary of Care Bears and all of the activations and celebrations that are going to take place in 2022!

What are some of the major highlights/milestones throughout the history of Care Bears that you are most proud of now that the brand has achieved its 40th anniversary?

I imagine that your partners are very excited to share the 40th Anniversary celebrations with both Care Bears and Cloudco this year!

The Care Bears were first introduced in 1982, through greeting cards and consumer products, followed by a series of animated television shows and feature films, quickly growing to be one of the most popular and endearing children’s properties in the world. Over the years, we experienced immense success and our heritage Care Bears artwork was seen on products around the world. In 2019, we introduced an all-new look and feel alongside the Care Bears: Unlock the Magic, a 2D-animated series that premiered on Boomerang and Cartoon Network in the US and now airs on HBOmax as well. The new look and feel coincided with the re-launch of Care Bears toys with master toy partner, Basic Fun!, and we continued to experience continuous growth with our toy line. We also have a very strong partnership with Headstart in Australia and look forward to introducing several brand-new characters this year, with Care-a-Lot Bear being the most noteworthy. Regardless of the entertainment style or medium, the Care Bears have always been, and always will be, champions of sharing and caring across the world, and we are extremely proud of that.

Yes; they are – and so are we! We’ve been working towards the Care Bears’ 40th Anniversary for many years and can’t believe it’s finally here! We’re humbled to share over 40+ (one for every year!) exclusive collaborations with key licensing partners. We have also secured a number of toy and production deals globally, allowing us to share the Care Bears with even more fans around the world, and released the second season of Care Bears: Unlock the Music, an exclusive series of original music videos for YouTube produced in partnership with Moonbug Entertainment. It’s going to be a very busy, and rewarding, year for the Care Bears and our partners!

in key cities across the world, worldwide sharing and caring giveback moments on Share Your Care Day (celebrated annually September 9th), and the muchanticipated launch of the brand-new Care-a-Lot Bear. We also have a few special surprises in-store for all of our fans — so stay tuned! The message of kindness that is paramount to Care Bears and its history seems to be more relevant now than ever. What does the future hold with the Care Bears in the coming years as the journey begins towards the major milestone of 50 years?

Can you talk about some of the 40th Anniversary activations that have taken place so far this year? We kicked off our 40th Anniversary with the announcement of our year-long partnership with Alaska Airlines, an exclusive collection with Chinti & Parker, a lifestyle moment with Igloo coolers, and a beauty collaboration with wet n wild. The Unlock the Magic style resonates most with our mass retail partners who are experiencing tremendous success with toys, while the heritage style continues to be a favorite amongst our halo partners such as BlackMilk, H&M, Peace Collective, Kakao Friends, Hot Topic, Cotton On, Zara, Primark, FYE, BoxLunch, Loungefly, and PacSun. Are you able to talk about some of the major activations that will be happening throughout the remainder of 2022, all around the world? We’re going to be celebrating our 40th Anniversary all-year-long! In the coming months, you can expect to see more exciting activations with our Alaska Airlines partner, Care Bears-themed food partnerships launching

Since 1982, the Care Bears have used their belly badge powers to spread messages of sharing, caring, friendship, and kindness to all. These lovable, huggable bears provide happiness and laughter to fans all of ages, and their purpose resonates during uncertain times. Over the last two years, we’ve experienced unprecedented uncertainty, yet the Care Bears have stayed true, and we’ve seen sales reach record numbers. Fans, new and old alike, are seeking positive and uplifting messages to guide them through this period and the Care Bears continue to do just that. As the Care Bears embark on new adventures, from Care-a-Lot to the Silver Lining, they never shy away from their core values and invite their viewers and fans to join in on the fun. With characters such as Cheer Bear, Grumpy Bear, Funshine Bear, Good Luck Bear, and newer bears, such as Togetherness Bear and Care-a-Lot Bear, the Care Bears will continue to touch on the emotions and messages of the times. In the next 10 years, we hope to spread our message even further, while using our platform to raise awareness around the importance of emotional intelligence, mental health, and expressing oneself.

Australian Market Update

Lim Mi-Kyoung Managing Director | WP Brands

In 1982, Care Bears were born with 10 original bears from American Greetings selling over 70 million greeting cards! Today for WP Brands, the 40th Anniversary of Care Bears is something to celebrate and acknowledge. With its strong nostalgia and messages of kindness and caring, this has never been so relevant in today’s challenging times. Sometimes we feel cheerful and we have days that we feel grumpy, hence why we can all relate to these bears.

The brand continues to grow and offer new fans new content through refreshed style guides, animation and numerous new licensees and retailers are joining this journey. Our Australian licensees have been actively developing products for the anniversary, and beyond, with a number of special collaborations planned across various categories. With the anniversary celebration, a new bear, Care-a-Lot Bear, has been introduced into the magical kingdom of caring and she possesses the most magic of all. Her belly badge features the Care-a-Lot castle being illuminated with a beautiful rainbow. Over the last couple of decades, we have successfully partnered with key players in our market, within each industry sector, from toys to premium fashion. Alongside the anniversary celebration, we also have key retail activations scheduled for the 2nd half 2022. Stay tuned! With a strong retail presence, you can find Care Bears at premium independent retailers and department stores through to mass market. We will continue to grow the brand for another 40 years, and beyond, continuing to put smiles on people’s faces. A HUGE thank you to team Care Bears — Amscan, Australia Post, BlackMilk Clothing, Caprice, Cotton On Group, Empire Apparel, Farallon Brands, Headstart, Hunter Leisure, Erstwilder, Madmia, Nappy Box, Peter Alexander, Rock Your Baby, Showtime Attractions, The Scrunchie Life, and Zak Australia.

Australian Licensee and Partner Update

We absolutely love working on Care Bears – everything the brand stands for is meaningful in such a lovely way – friendship, nostalgia, caring & sharing. It’s simply a joy to be a part of! Over the years, we’ve enjoyed getting really creative in how we bring the brand and characters to life, in multiple formats – from our innovative ‘Circle of Friendship’ plush twin pack, to our scented plush range, and our incredibly popular Limited Edition range of Care Bears. We have so much fun coming up with new product ideas and love the challenge of bringing something new and fresh to the table year after year. We value our partnership immensely and look forward to many more years of creating colourful and cuddly products for Care Bears fans to love. Andrew Hendy, CEO Headstart International

In celebration of Care Bears 40th Anniversary, Caprice are thrilled to be partnering with WP Brands to bring Care Bears apparel and sleepwear to life. The ranges are fun, soft, and warm, and bring to life the beautiful Care Bears art. Sales have been outstanding. We love that this brand is opening to a whole new audience, while touching the nostalgia trend that’s so important right now. The range will expand through the season and include options from adult to infant with something for every Care Bears fan. Danielle Lowe, Business Manager Caprice Australia

Australian Licensee and Partner Update

BlackMilk Clothing was incredibly excited to collaborate with Care Bears on a colourful 36-piece collection, which was released on 22 March 2022 to a hugely successful customer response. BlackMilk Clothing is well known for both their unique licensed collaborations and fun, brightly coloured prints, so the playful nature of an adult Care Bears collection was a great match for the brand’s signature style. Fans were able to revisit their childhood memories with dresses, overalls, tops, active wear, and accessories featuring their favourite Care Bears, including the special 40th anniversary Care-a-Lot Bear. Stand-out styles in the 36-piece collection included adorable faux fur ‘teddy’ jackets with bear-ear hoods in the colours and motifs of five favourite Care Bears: Cheer Bear, Funshine Bear, Good Luck Bear, Tenderheart Bear, and Bedtime Bear. It was a celebration of childhood nostalgia that clearly got BlackMilk’s customers right in the feels, with several pieces completely selling out within 24 hours of the collection’s launch! James Lillis, Founder of BlackMilk Clothing

Just when you need them, they’ll be there! Who else sings this when you think of the iconic brand that is Care Bears. As a child of the 80s, my heart always longed for Funshine Bear — the bright yellow bear with the sunshine on his belly badge. Now, fast-forward to 2022, and as a child at heart I am still warmed by this much-loved brand. It was with great pleasure that Rubies Deerfield signed this license, and what fun we have had launching these little Care Bears costumes into market! We started with Cheer Bear & Grumpy Bear and quickly this range expanded! I cannot wait to see Togetherness Bear launch alongside our special Halloween Trick-or-Sweet Bear. The range is rapidly growing from Toddler to Adult, we will have you covered. Oh, and did I mention Funshine Bear is on its way for 2022? It’s the perfect costume to bring sunshine and happiness our way. Rebecca Sullivan, General Manager of Rubies Deerfield

Rock Your Baby is all about celebrating the icons of popular culture which allows us to inject fun and nostalgia into children’s wardrobes. Rock Your Baby has always been heavily inspired by retro prints and we look to collaborate with partners that resonate with the brand. It just made sense to make our first journey into the licensed world with a retro Care Bears collection. Our first Care Bears range was an immediate hit and our customers were begging for more! We are now onto our third Care Bears capsule which has expanded to include womenswear and will launch in mid-April 2022. Johanne Walsh & Caroline Nesbitt Company Directors Rock Your Baby

Australian Brand and Licensing Enquiries CONTACT WP BRANDS VIA EMAIL AT ADMIN@WPBRANDS.COM.AU 07