Cloudco Entertainment Brings Care Bears™ to Location-Based Entertainment
by Wendy Grant
In today’s often tumultuous world, wouldn’t it be nice to escape to a world of caring and kindness? That’s exactly what the colorful, joyful Care Bears™ provide to their fans of all ages. Today, Cloudco Entertainment is bringing the Care Bears to fans through Location-Based Experiences (LBEs) that embody the bears’ mission of spreading cheer and kindness.
“In every country, city, or neighborhood where there’s a story of care to be told, we see an opportunity for the Care Bears to make a meaningful impact,” says Robert Prinzo, Head of Global Licensing at Cloudco.
The beloved, fictional Care Bears characters originated as greeting card illustrations in the early 1980s and quickly were adapted into toys, animated television shows, movies, books, and other popular merchandise. Over the course of four decades, the Care Bears brand has not only retained its nostalgia-steeped fans, it has also introduced new characters and stories multiple times to reach enthusiastic audiences of both kids and adults.
The brand’s strength was demonstrated recently in License Global’s “The Leading Licensees” 2023 report, where industry insiders voted Care Bears the number-three top new license signed last year.
After a successful LBE launch in South Korea, Care Bears LBEs recently debuted in Hong Kong and Thailand and immediately drew passionate fans eager to connect with their favorite characters in high-energy, eye-popping, candy-colored environments. Care Bears experiences have the potential to evoke warmth and nostalgia while also creating picture-perfect social media moments and driving retail sales.
Prinzo notes that plans for new projects are in the pipeline, adding, “We’re looking to expand the Care Bears’ LBE presence with new experiences that promise even more interaction, more color, and of course, more caring, in markets such as Brazil and the UK.”
Ice cream, Christmas, and the Care Bears Café
Cloudco’s initial forays into LBEs have been resounding successes. First, there was a Care Bears-branded Baskin- Robbins ice cream store that launched in 2021 in Seoul, South Korea. Before the Care Bears arrived, the store performed in the top 30% of the country’s locations. After incorporating Care Bears décor, merchandise, and themed food items ranging from sundaes to cakes to beverages, it is now considered the number-one location of the 1,800 Baskin-Robbins stores in South Korea.
Next, in November 2023, a Care Bears-themed holiday experience launched at the Langham Place Mall in Hong Kong. The Care Bears Express Christmas included a 15-foot-tall, heart-shaped Christmas tree; a six-foot-tall Grumpy Bear, a walk-in train full of plush bears, and a variety of interactive games, with high scorers winning toys and gifts. KK Plus, a retailer of toys and collectibles, curated an accompanying Care Bears pop-up shop with exclusive merchandise, holiday décor, and winter fashion items. Photo opportunities drove social media engagement, and costumed character appearances with Grumpy Bear and Cheer Bear drew long lines, with the store averaging 2,000 visitors per day, and even higher numbers on the weekends. The location quickly surpassed its revenue goal. Prinzo reported that the venture, which concluded January 1, 2024, exceeded all expectations.
Most recently, the Care Bears Café opened in late December 2023 in Bangkok, Thailand. The colorful café features drinks and treats themed in a variety of bright hues, as well as Care Bears merchandise for sale. The location has reported lines out the door and is continuously refreshing the menu to encourage repeat visits and sustained interest.
Prinzo says, “These successes indicate the profound impact and popularity of the Care Bears brand. They have also highlighted the universal need for the kind of uplifting content that the Care Bears provide.”
Calling Care Bears partners … and possibilities
Merchandise and food items are natural fits for the Care Bears, but they’re only the beginning of the possibilities for this versatile IP. As Prinzo points out, “Whether it’s creating new, bespoke bears for specific activations or weaving original narratives to meet unique needs, the Care Bears are a dynamic brand, and Cloudco’s strengths lie in our ability to adapt and innovate.” He says that their primary focus is not on developing specific marketplaces. Instead, Cloudco seeks to bring the Care Bears to life in a variety of locales – wherever this is an opportunity to spread their signature care.
Robbins ice cream store, which launched in 2021 in Seoul, South Korea
“We’re seeking partners who are dedicated to innovation,” says Prinzo. “We’re looking for entities that understand the global language of the Care Bears and are eager to translate it into experiences that will captivate and enchant.” Whether partners seek a plug-and-play solution that’s adaptable to a variety of venues or a bespoke experience designed from the ground up, Cloudco wants to work together with partners to develop experiences that create lasting memories.
Prior to coming to Cloudco, Prinzo was Licensing Director at Hasbro, which gave him a deep understanding of the power of LBEs. “I witnessed firsthand the transformative power of LBEs in growing and evolving a brand’s licensing program,” says Prinzo. “LBEs don’t just extend a brand’s reach; they deepen the emotional connection fans have with it.”
Prinzo believes the Care Bears are an exemplary model of this opportunity. “The Care Bears are a globally recognized and cherished brand that strikes a perfect balance — beloved and familiar, yet not oversaturated in the market,” he says. “Their rich legacy coupled with universal themes of kindness, empathy, and care make them ideally suited for fresh, engaging, interactive LBE ventures.”
He also notes that the Care Bears aren’t just for kids. “They resonate with adults as well, tapping into a sense of nostalgia and a universal desire for joy and comfort,” states Prinzo.
Cloudco’s Vice President of Marketing, Kristeen Tibbits, adds, “We want guests to leave a Care Bears LBE feeling uplifted, with the renewed sense of joy and care that the Care Bears represent. We aim to offer experiences that are so enjoyable, fans are eager to return and to share the experience with others.”
To aid in these efforts and ensure authenticity, Cloudco offers prospective partners creative support that goes beyond basic licensing. As brand guardians, the Cloudco team participates in the ideation and development processes with the goal of retaining the authentic essence of the Care Bears in every project. Prinzo shepherds projects throughout the complex process; Tibbits and her team spearhead digital campaigns and social-first strategies to amplify reach and engagement.
Cloudco’s extensive retail experience has the capacity to benefit licensees and operators through tools to increase per cap spending. Cloudco also offers the opportunity to create bespoke merchandise, which adds value to the guest experience and also taps into the collectibles market, driving fans to seek out exclusive items. The blend of memorable experiences and exclusive merchandise offerings are key for LBEs. Most importantly, says Prinzo, “We are fully committed to growing the Care Bears brand and working closely with our partners to ensure that every LBE initiative is a success.”
From greeting cards to multimedia entertainment
While looking to the future, Cloudco also honors its long history. Cloudco began as part of the American Greetings Corporation more than a century ago. Tibbits explains, “Cloudco has grown from a greeting card company’s creative division into a multimedia entertainment company with a diverse portfolio of iconic and enduring properties.” That ascent into multi-platform entertainment was buoyed by the company’s clear understanding of consumer engagement and brand storytelling.
The Care Bears started as greeting card illustrations and quickly became immensely popular during the 1980s and early 1990s, starring in animated television series, movies, and merchandise for audiences worldwide. The Care Bears live in the magical land of Care-A-Lot, where they strive to spread love, caring, and kindness throughout the world. Each Care Bear character is depicted as a colorful bear with a unique belly badge that reflects their personality and special abilities. The characters, like Funshine Bear, whose sunny disposition lights up any situation, and Share Bear, who encourages others to share their feelings, possessions, and experiences with those around them, are not only entertaining but also convey valuable lessons about friendship, compassion, empathy, and caring for others.
Over the years, the Care Bears franchise has continued to evolve, introducing new characters, storylines, and adaptations to resonate with contemporary audiences while maintaining the timeless message of spreading love and kindness. Care Bears: Unlock the Magic is the latest animated series featuring the colorful characters. It launched globally in 2019, with a new season rolling out right now, and takes fans on new adventure in the whimsical land of Silver Lining. The series centers on messages of friendship and empathy and features classic characters alongside some new Care Bears. Prinzo notes that the series has influenced the contemporary aesthetic of the characters, which has been reflected in current merchandise as well as Cloudco’s initial LBE initiatives.
In addition to the Care Bears, Cloudco’s roster of popular brands includes Holly Hobbie and Madballs. “Each of these brands has its own unique legacy and fan base, and they all reflect our company’s dedication to creating engaging content with heart and humor,” Tibbits says.
Tibbits has been with the company for nearly 13 years. “What I personally enjoy about the Care Bears is their unwavering optimism and the joy they bring to people’s lives,” she shares. “It’s a brand that celebrates kindness and encourages us to look out for one another, which is a powerful and needed message in today’s society.”
Tibbits says that Cloudco has learned that fans see the Care Bears as a warm and comforting element in their lives. In
Looking ahead: Cloudco and Care Bears goals
Looking to the remainder of 2024 and beyond, Cloudco’s goals are centered on growth and connection. “We aim to deepen our engagement with fans through experiential ventures, like the Care Bears LBEs, and to forge strong relationships with new partners in different entertainment sectors,” says Tibbits. “We’re also looking to push the boundaries of storytelling to bring our characters to life in new ways.”
Prinzo concludes, “We’re dedicated to creating a world where the Care Bears continue to inspire and bring people together, and we can’t wait to share the new and exciting endeavors ahead.”
Connect with Cloudco and Care Bears
Owners, operators and other potential partners interested in exploring Care Bears LBE and licensing opportunities are encouraged to reach out to:
Robert Prinzo, Head of Global Licensing, Cloudco Entertainment ([email protected])
Charlotte Payne, International Licensing Director, Cloudco Entertainment ([email protected])
In-person meeting opportunities include Licensing Expo 2024 (Las Vegas) in May, and Brand Licensing Europe in September 2024 (London). Attendees to the former can expect to see a colorful Care Bears display and discover the innovative ways Cloudco is bringing them into new markets and product categories. At the latter, Cloudco will further demonstrate the global appeal of the Care Bears, sharing insights into international strategies and unveiling new partnerships that span across various regions.
In addition, those fortunate enough to gain entry to The Toy Insider’s Sweet Suite (July 2024, New York City) will enjoy an exclusive, engaging Care Bears experience. Another opportunity awaits at New York Comic-Con in October 2024, where fans will be able to immerse themselves in the world of Care Bears with exclusive merchandise, interactive experiences, and a special photo op with their favorite Care Bear. •
