Iconix to Acquire Pony Athletic Brand and Strawberry Shortcake

Posted on February 16, 2015

Strawberrry Shortcake

Iconix Brand Group recently announced two interesting acquisitions. They include the assets of the athletic brand Pony, which was founded in 1972. Iconix also acquired the Strawberry Shortcake brand.

Iconix also owns the Peanuts brand and believes it can leverage the two entertainment properties. The company says Strawberry Shortcake has over 350 licensees.

Neil Cole, Chairman and CEO of Iconix, says in a statement, "The entertainment sector is an exciting area of growth for our Company. Through our Peanuts brand, we have a strong worldwide platform that we believe we can leverage as we add new entertainment properties to our portfolio. With the acquisition of Strawberry Shortcake, we will be expanding this platform as we gain new partnerships with top entertainment companies around the world."

The Iconix Brand Group primarily runs clothing brands. Some of its other brands include Candie's, Bongo, London Fog, Sharper Image, Umbro, Joe Boxer, Ed Hardy, Material Girl and Marc Ecko.

Photo: Iconix