American Greetings Brings 'Strawberry Shortcake,' 'Care Bears' To Your Cell Phone

Even Strawberry Shortcake's sweetening up to mobile.

Germany-based Mobivention has announced it has struck a deal with American Greetings to bring Strawberry Shortcake, Hollie Hobbie and the Care Bears to mobile phones.

Don't laugh. These brands - a couple of which go back 41 years and scream sappiness - have raked in more than $6 billion collectively over the years.

The Mobivention deal will initially man static background pictures and videos, but will eventually mean content types ranging from MMS-based greeting cards to games.

So: Are we talking about the rejuvenation of classic brands, or the second sign of the apocalypse?

All I can say is, the moment there's a Care Bears ringtone, somebody's going to get hurt.

Quick Links:

BRANDING UNBOUND The Blog
BRANDING UNBOUND The Book
ADWEEK Magazines Excerpt
Rick Mathieson.com