Strawberry Shortcake(TM) and Alex's Lemonade Stand Foundation 'Stand' Together in the Fight Against Childhood Cancer

Volunteers to Host Special Strawberry Lemonade Stands Across the Country in Support of Childhood Cancer Awareness Month this September

Aug 31, 2010, 10:39 ET from American Greetings Corporation

NEW YORK, Aug. 31 /PRNewswire/ -- The immensely sweet and popular character Strawberry Shortcake™ has teamed up with Alex's Lemonade Stand Foundation (ALSF) in support of Childhood Cancer Awareness Month. Because cancer affects over 12,000 children in the United States each year, and to help raise national awareness as well as support fundraising efforts for this important cause, ALSF and Strawberry Shortcake are enlisting volunteers across the country to host special Strawberry Shortcake Alex's Lemonade Stands during the month of September. All funds raised at the strawberry lemonade stands will benefit ALSF. 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, will also donate $50 to ALSF for every strawberry lemonade stand registered on behalf of Strawberry Shortcake.

The special partnership also celebrates major milestone anniversaries for both ALSF and Strawberry Shortcake this year. ALSF marks a decade of "standing" for hope since it emerged from the front yard lemonade stand of cancer patient Alexandra "Alex" Scott, while Strawberry Shortcake is celebrating 30 sweet years of being a favorite with little girls and moms alike, teaching wholesome values and proving that little girls can do big things.

"We are incredibly proud to support Alex's Lemonade Stand Foundation to help such an important cause that affects millions of families worldwide," said Gabrielle Oliff, marketing director for American Greetings Properties. "This partnership is a natural fit with the themes and values that Strawberry Shortcake holds dear.  When Alex Scott hosted her first lemonade stand at the age of four to raise money for childhood cancer research, she proved that little girls really can do big things and that is the same core value that Strawberry Shortcake has been teaching for the past 30 years."

To join the fight against childhood cancer and to help commemorate this special month, volunteers can sign up to host special Strawberry Shortcake lemonade stands throughout the month of September at http://www.alexslemonade.org/campaign/strawberry-shortcake. Participants will receive a special kit with lemonade vouchers and Strawberry Shortcake materials along with the opportunity to receive a Strawberry Shortcake prize pack.

"Alex's Lemonade Stand Foundation is thrilled to partner with Strawberry Shortcake to raise awareness of Childhood Cancer Awareness Month throughout September," said Liz Scott, mother to foundation creator Alexandra "Alex" Scott. "The month of September goes widely unnoticed for the cause it is connected to and we feel that this partnership, along with the hundreds of volunteers around the country who will host Alex's Strawberry Lemonade Stands, can have an impact on changing that."

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). 2010 marks 10 years since 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 $35 million towards fulfilling Alex's dream of finding a cure, funding over 150 research projects nationally.

About American Greetings Properties

American Greetings Properties (AGP) is the intellectual property and outbound licensing division of American Greetings Corporation.  Built upon the successful re-launches of Care Bears and Strawberry Shortcake licensed products, which have garnered over $5 billion in retail sales worldwide combined since 2002, AGP develops multi-platform campaigns for its properties through digital media, entertainment, marketing and merchandising.  In addition to Care Bears and Strawberry Shortcake, AGP's active classic brands include Holly Hobbie, Popples and Madballs, as well as new properties Twisted Whiskers, Maryoku Yummy and TinPo.  Children can experience AGP online at www.agkidzone.com. For more information on AGP, visit www.agpbrands.com.

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 the largest collection of electronic greetings on the Web, including cards available at AmericanGreetings.com through AG Interactive, Inc. (the Company's online division). AG Interactive also offers digital photo sharing and personal publishing at PhotoWorks.com and Webshots.com and provides a one-stop source for online graphics and animations at Kiwee.com. 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 Cookie Jar Entertainment

The Cookie Jar Group of Companies is one of the world's leading independent entertainment and consumer products 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, Lucha Libre and Skelanimals.  For more information, please visit www.cjar.com.

SOURCE American Greetings Corporation



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