Strawberry Shortcake™ and Alex's Lemonade Stand Foundation "Stand" Together Once Again in the Fight Against Childhood Cancer

NEW YORK, Aug. 31, 2011 /PRNewswire/ -- Following the enormous success of last year's Childhood Cancer Awareness Month campaign, berry beloved character Strawberry Shortcake™ and American Greetings Properties, the intellectual property and outbound licensing division of American Greetings Corporation (NYSE: AM), along with Strawberry Shortcake's global licensing agent CPLG, Cookie Jar Entertainment's licensing arm, are teaming up once again with Alex's Lemonade Stand Foundation (ALSF) to raise awareness and funds in support of the fight against cancer. Families can take part in the second annual campaign by hosting their very own Strawberry Shortcake Alex's Lemonade Stands with the raised funds going toward ALSF in support of research projects dedicated to finding a cure for all kids with cancer.

American Greetings Properties and CPLG will also donate $50 to ALSF for every Strawberry Shortcake Alex's Lemonade Stands registered. To join the fight against childhood cancer, volunteers can sign up at http://www.alexslemonade.org/campaign/strawberry-shortcake. Last year's inaugural campaign proved to be a sweet success last September with more than 1,000 volunteers across the country hosting Strawberry Shortcake themed Alex's Lemonade Stands – and selling strawberry lemonade -- that helped raise more than $75,000.

"Through last year's partnership with Alex's Lemonade Stand Foundation we were able to raise a significant amount of money and help inspire people to support an immensely important cause that affects millions of families worldwide," said Gabrielle Oliff, vice president brand and marketing for American Greetings Properties. "We are incredibly proud to once again be a part of such a meaningful campaign that embodies the themes and values that Strawberry Shortcake holds dear and we hope this year's campaign will be an even bigger success!"

"We are thrilled to once again partner with Strawberry Shortcake and American Greetings Properties to raise imperative awareness and funds for childhood cancer during the National Awareness Month," said Liz Scott, Alex's mom and Vice President of Outreach & Communications for ALSF. "As we continue our quest to find a cure for all kids with cancer, it is partnerships like this one that allow us to move toward that mission, making tangible steps in funding research toward better treatments and ultimately cures."

Strawberry Shortcake, who recently celebrated her 30th anniversary, debuted in 1980 as a line of social expressions products, as well as toys, videos, games, crafts and books.  The character quickly catapulted from being a little girl with a mop of red yarn curls into superstardom. Today, a whole new generation of young girls and their moms are rediscovering the berry wonderful world of Strawberry Shortcake!

About Alex's Lemonade Stand Foundation

Alex's Lemonade Stand Foundation (ALSF) emerged from the front yard lemonade stand of cancer patient Alexandra "Alex" Scott (1996-2004). In 2000, 4-year-old Alex announced that she wanted to hold a lemonade stand to raise money to help find a cure for all children with cancer. Since Alex held that first stand, the Foundation bearing her name has evolved into a national fundraising movement, complete with thousands of volunteers across the country carrying on her legacy of hope. To date, Alex's Lemonade Stand Foundation, a registered 501(c)3 charity, has raised more than $45 million towards fulfilling Alex's dream of finding a cure, funding over 200 research projects nationally.

About American Greetings Corporation

For more than 100 years, American Greetings Corporation (NYSE: AM) has been a creator and manufacturer of innovative social expression products that assist consumers in enhancing their relationships. The Company's major greeting card lines are American Greetings, Carlton Cards, Gibson, Recycled Paper Greetings and Papyrus, and other paper product offerings include DesignWare party goods and American Greetings and Plus Mark gift-wrap and boxed cards. American Greetings also has one of the largest collections of electronic greetings on the Web, including cards available at AmericanGreetings.com through AG Interactive, Inc. (the Company's online division). In addition to its product lines, American Greetings also creates and licenses popular character brands through the American Greetings Properties group. Headquartered in Cleveland, Ohio, American Greetings generates annual revenue of approximately $1.6 billion, and its products can be found in retail outlets worldwide. For more information on the Company, visit http://corporate.americangreetings.com.

About American Greetings Properties

American Greetings Properties (AGP) is a creator and producer of popular children's entertainment and the outbound licensing division of American Greetings Corporation. Nearly 40 years ago when American Greetings Properties introduced Holly Hobbie™, a licensing sensation ensued that revolutionized the licensing and consumer products industry. AGP then went on to create some of the most beloved evergreen brands in history. Since the successful re-launches of Strawberry Shortcake and Care Bears franchises which are televised in over 100 countries around the world, the brands have garnered over $6 billion in retail sales worldwide since 2002. AGP's portfolio includes Strawberry Shortcake, Twisted Whiskers, Maryoku Yummy and TinPo – all airing on The Hub Network – as well as other classic properties such as the Care Bears, Madballs and Holly Hobbie. Children can experience AGP online at www.agkidzone.com

About Cookie Jar Group

The Cookie Jar Group of Companies is one of the world's leading independent entertainment, consumer products and education companies with offices around the globe. Cookie Jar Entertainment is a leader in the creation, production and marketing of animated and live-action programming. Its library of nearly 6,000 half-hour episodes of television features some of the world's most recognizable series including Caillou, Inspector Gadget, Arthur, The Doodlebops and Johnny Test. The company controls Cookie Jar TV, the weekend morning block on CBS, and has a one-third interest in international children's television channel KidsCo. Cookie Jar Entertainment's Jaroo.com is the premiere web video destination for kids with the largest independent selection of full-length children's TV series and movies online. Copyright Promotions Licensing Group, (CPLG) Cookie Jar's full-service international licensing agency, represents numerous entertainment, sport and design brands such as Strawberry Shortcake, Richard Scarry, St. Andrews Links, and Skelanimals. For more information, please visit www.cjar.com.

About CPLG

CPLG is one of the world's leading entertainment and sport licensing agencies with offices in the U.S., Canada, UK, Benelux, France, Germany, Italy, Portugal, Spain, and Japan. CPLG, the licensing arm of Cookie Jar, has more than 35 years of experience in the licensing industry. CPLG's often-imitated company structure provides each of its clients with dedicated licensing, marketing and industry professionals and a fully-integrated design, legal and accounting service. For more information, please visit www.cplg.com.

SOURCE American Greetings Corporation