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Photo courtesy: Calla Dubois
While the world goes Barbie crazy, a much shorter and decidedly less glamorous but equally magical doll has found a devoted new following some forty years after it ruled the toy world. Strawberry Shortcake started as a series of greeting cards by American Greetings in the early 1970s. It grew into a merchandising behemoth that entranced young girls in the early 1980s with its whimsical, fruit-themed characters and their pets. There was literally nothing like it at the time, due in part to the specific fruit scents of each doll. The themes of friendship and good deeds also resonated with its original audience.
One of those original little girls was Calla Dubois (@charmingvintagestore on Instagram), a diehard fan during her childhood in the early 1980s. However, as things tend to happen, children eventually grow out of past interests. Dubois was an exception. While her passion for the toy cooled as she grew up, she always had a soft spot for it. Her sentimental attachment to Strawberry Shortcake and her fruit-flavored friends reemerged in a big way as an adult.
But first, some history of the “berry” popular doll…
STRAWBERRY FIELDS FOREVER
The first iteration of Strawberry Shortcake was as a “Girl with a Daisy” on an American Greetings card drawn by Barbi Sargent in 1972. The character was renamed “Strawberry Shortcake” in 1977 with another set of greeting cards. Eventually, other characters in Shortcake’s inner circle were fleshed out; these included Apple Dumplin’, Huckleberry Pie, and Blueberry Muffin. The focus on dessert as a theme—including the doll names, the clothing they wore, and the fruity scent of their hair—was unique at the time.
Kenner licensed the character from American Greetings and debuted its first toy—a simple rag doll released in 1979. It proved so popular that the fruity franchise expanded into smaller plastic dolls, clothing, textiles, a Parker Brothers video game, posters, glassware, crafts, kitchenware, furniture, lamps, bicycles, and stuffed toys, among many other products.
By 1985, interest waned, Kenner bailed, and Strawberry Shortcake went dormant until several reinventions years later. Today, collectors shell out big money for all things vintage Strawberry Shortcake. Among the favorites are the original, scented dolls, Strawberryland playsets like the Berry Bake Shoppe, and the Berrykins line. When it came to collecting, few could compete with über-fan Calla Dubois, who, as an adult, began purchasing thousands of products—including those she had once owned—and turned her home into a virtual Strawberry Shortcake paradise.
Photo courtesy: Calla Dubois
We had several questions for Calla, and she was kind enough to talk with us.
Q. First, why Strawberry Shortcake? What about her appealed to you virtually all of your life?
A. I loved Strawberry Shortcake dolls as a child. They were small, cute, and smelled great! They captured my heart and imagination. The characters were unique and charming. As an adult, I’ve always loved vintage décor, anything cute with a face, vintage toys, and fun colors. I have always had a small collection of Strawberry Shortcake dolls, but about ten or so years ago, I found a large lot of Strawberry Shortcake toys and dolls at a local thrift store, and the collection bug kicked in.
Q. What kind of products have you bought over the years?
A. I have bought Strawberry Shortcake kitchen curtains, dish towels, pitchers, bowls, glasses, canisters, a spice rack, placemats, etc., etc. Before I knew it, my kitchen became a cross between 1950s kitsch and 1980s Strawberry Shortcake. I then began focusing on a Strawberry Shortcake bedroom theme. To this day, the collection keeps growing!
Q. What is the holy grail piece you wished you owned? What is the holy grail piece most collectors seek out/pay the most for?
A. I wish I owned the breadbox! It was part of the Hortonville Rustics Pressed Wood Adult Kitchen Line that matches my wooden canisters and spice rack. I feel like my kitchen won’t be complete until I finally find one.
I think most collectors seek out Berrykins or pieces to the Fun Room for the Berry Happy Home. They can be quite pricey. I’m lucky I could add those things to my collection early on before the prices went crazy.
Photo courtesy: Calla Dubois
Q. How many Strawberry Shortcake products do you feel you own? Hundreds? Thousands? What are the predominant products?
A. Thousands! I have a large collection of the porcelain pieces, with many from other countries that were not sold in North America. I have several binders full of vintage greeting cards, a large sticker collection, lots of jewelry, a full linen cabinet filled with vintage Strawberry Shortcake textiles, all variations of the dolls, Berrykins, playsets, plush animals, rag dolls, and child-size furniture. There were so many products made then that there is always something more to hunt for.
Q. Describe the idea of Strawberry Shortcake. What is the story behind these dolls?
A. Strawberry Shortcake is a mindful, caring character who likes to help her friends. She is sweet and positive. To me, the main story behind the dolls is to showcase different personalities, abilities, and diversity in a community—Strawberryland just happens to be adorable and fruity! The imagery is sweet and usually has a positive phrase or sentiment to it. Vintage Strawberry Shortcake is wholesome.
Q. What is the most expensive piece you’ve bought?
A. The most expensive single piece I bought was an obnoxious flashing-light, loud, musical figure of Strawberry Shortcake holding a basket of strawberries. It’s a rare toy. I don’t think in all my time collecting that I’ve seen another come up for sale.
Q. How do you handle people who might question why you’re so devoted to collecting Strawberry Shortcake?
A. I’m sure some people must question it, but no one has ever outright asked me why before. I guess my answer would be, why not? I’m surprised that everyone wouldn’t want to collect Strawberry Shortcake! The joy of collecting is something that fills your heart. I surround myself with other collectors so they support and appreciate my efforts.
Q. At what point did you decide to create entire rooms around the toy?
A. I knew I wanted to display my stuff, so creating themed rooms was the best way to see my collection daily in my space. With Strawberry Shortcake already having kitchen décor and bedroom décor available in the 1980s, it was fun finding these nostalgic items and bringing them back to life in my home.
Q. Who are your favorite characters? Why?
A. Aside from Strawberry Shortcake and her cat Custard, my second favorite character is Apricot and her pet bunny named Hopsalot. She is so cute, little, and I love her platinum hair.
Photo courtesy: Calla Dubois
Q. Where do you predominantly find Strawberry Shortcake toys? eBay? Thrift? Estate? Flea markets?
A. Yes, to all of the above. I prefer to find them at thrift stores or local estate sales to save on shipping, but eBay is definitely a place I look for harder-to-find items for my collection.
Q. What is the furthest you’ve traveled to buy Strawberry Shortcake merchandise?
A. Three hours to pick up a child-sized desk and another three hours to return home. Shipping-wise, I’ve received stuff from Peru, Argentina, the UK, Mexico, and Australia.
Q. What does Strawberry Shortcake have that other toy worlds like Barbie lack?
A. The aesthetics of Strawberry Shortcake just suit me. I very much love the colors, imagery, and the overall style; it makes me happy and satisfied. It’s also easy to incorporate into my daily life. You can move beyond the toys and do so much more. You can do that with some other toy brands as well, but Strawberry Shortcake has a very distinct charm when it comes to merchandise and non-toy collectibles.
Jenna Girard has been a freelance writer and copy editor for over 25 years, with a focus on feature writing. A lifelong collector of antiques and collectibles, Jenna has amassed a remarkable collection of entertainment ephemera, vintage fabrics, head vases, and mid-century art and home décor. After 16 years of living in Los Angeles and working in the entertainment industry, Jenna now resides in her home state of Michigan, where she continues to write/copy edit for LA-based media outlets.
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