In the early 1980's, with a hit on their hands in Strawberry Shortcake, Kenner approached American Greetings about reimagining the Teddy Bear so they could take a bite out of the plush market. What American Greetings came up with was not only a reimagining of the Teddy Bear but Care Bears were a full out assault on the marketplace in the United States with every kind of merchandise imaginable. The Care Bears were everywhere and on everything.