Revivals
In early 1991, Those Characters from Cleveland and Kenner embarked on a relaunch of the franchise, involving seven bears. One of the 1980s characters, Proud Heart Cat, was released as a bear and sported the symbol of a heart-shaped American flag. The publishing company Random House released two tie-in books: The Care Bears and the Big Cleanup (1991) by Bobbi Katz, and The Care Bears and the Whale Tale (1992) by Peggy Kahn.
In 1999, the rights to the Care Bears franchise were bought by Jay Foreman, the president of Fort Lauderdale-based Play Along Toys, for less than $1 million; he also planned to acquire fellow AGC property Strawberry Shortcake. Three years later, American Greetings relaunched the Care Bear brand as part of the Bears' 20th anniversary celebration with a series of plush toys and movies. The artwork and design of the bears were changed for relaunch. Also, Funshine Bear's gender was changed from female to male, Champ Bear's colours were changed from tan to true blue, with his tummy symbol changed to a winner's cup with a star, and Share Bear's tummy symbol was changed from a milkshake with two straws to two lollipops crossed. The change to Share Bear's symbol stems from Play Along Toys' suggestion of the change on the grounds that sharing a milkshake may spread germs. Apart from that, many other minor changes were made to the designs, mostly involving lightening the colors of the bears and minor redesigns to the tummy symbols.
In the midst of this revival, Play Along released brand new toys based on the newly redesigned Bears, sold at stores such as Wal-Mart, Kmart, Toys "R" Us, Target, KB Toys, and Mervyns. The new merchandise included the Bears doing aerobics; Tenderheart Bear as a patient (casting the child that is playing with the toy as the doctor); Champ Bear as a fireman; and the Care Bears themselves as Cubs. Over 70 million 13-inch (330 mm) plush Bears have been sold since the re-launch. In addition, Lionsgate Home Entertainment and subsidiary FHE Pictures, in association with Nelvana, have made two direct-to-DVD computer-animated films, Care Bears: Journey to Joke-a-lot in 2004 and The Care Bears' Big Wish Movie in 2005. Various other music CDs featuring the bears and video games were also produced.
New versions of the various cousins were produced (with Proud Heart being changed back into a cat, in a different color and the same symbol she had in the 1980s franchise). Two of the Cousins, Treat Heart Pig and Noble Heart Horse, were never produced as 13 inch plushes in the 2000s, and the Cousins were not relaunched in the 2007 relaunch of the franchise.
In 2007, American Greetings relaunched Care Bears again, first with a series of dolls, then a new movie, Care Bears: Oopsy Does It! and immediately before with a new TV series Care Bears: Adventures in Care-a-lot. The animation and artwork is completely different from the originals giving the Care Bears have smaller body structures and redesigned tummy symbols, which are now called belly badges. Also, instead of Nelvana, the film and the animated series are produced by SD Entertainment.
As part of the franchise's 25th anniversary celebrations, the Bears were redesigned by the AG Properties illustration team, as was the logo of the franchise. The line consists of fifteen of the thirty-nine bears (as seen in Care Bears: Oopsy Does It!). Five of the bears were chosen to be the focus of the franchise: Oopsy Bear, Cheer Bear, Funshine Bear, Grumpy Bear and Share Bear. The other bears include Wish Bear, True Heart Bear, Bedtime Bear, Tenderheart Bear, Love-a-lot Bear, Harmony Bear, Amigo Bear, Surprise Bear, Superstar Bear, Best Friend Bear, Play-A-Lot Bear, Heartsong Bear, Good Luck Bear and Hopeful Heart Bear, although the remaining 24 bears are also stated to have a release in the near future according to Play Along Toys.
Their new theme song is performed by former Letters to Cleo member, Kay Hanley, and the music video premiered on Fox and Nickelodeon. In August 2007, they appeared in 20th Century Fox's theatrical release of Care Bears: Oopsy Does It!. This was followed by the television series from SD Entertainment, Adventures in Care-a-lot. The series premiered on CBS' KEWLopolis block on September 15, 2007.
The Care Bears franchise was rebooted upon the 2007 relaunch. Prior plot devices like the Cloudmobiles, Caring Meter, the Cloud Keeper, and even Care-a-lot castle were not referred to or mentioned as of the new series. In its place is the gathering tree, which is where the Care Bears now gather to meet or hold festivities. Also, the Care Bears have, up until the point of the first direct-to-DVD release for the new franchise (Grizzle-ly Adventures), never had humans visit Care-a-lot, and a new villain named Grizzle (who seeks to conquer Care-a-lot and nothing else) was introduced. A February 2007 article in the Wall Street Journal states that in the new version, "they live in a village, centered on a big tree; with no castle in sight".
However, the Caring Meter made its return in Grizzle-y Adventures, and the second direct-to-DVD release of the franchise, Ups and Downs, included a passing remark regarding the Forest of Feelings. In addition, Care-a-lot castle reappeared in certain scenes in the new game for the V.Smile Baby Infant Development System, Play Day.
In late 2009, American Greetings announced that the Care Bears will be re-imagined with the launch of a new series, "Care Power Team". This re-imagining re-used the Adventures in Care-a-lot designs, has the bears sport "enhanced belly badges," and sees the bears taking on emergencies. Soon after, a trio of new films appeared: Care Bears: Share Bear Shines, Care Bears: The Giving Festival and Care Bears: To the Rescue.
In July 2011, the card company announced that a new television series, the franchise's first in CGI, is in development. Entitled Care Bears: Welcome to Care-a-Lot, it premiered on The Hub on June 2, 2012.
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