 Since then, licensed products have remained critically important to the Colorforms marketing strategy, with hundreds of brands connected to Colorforms.Later Colorforms licensed various properties, producing sets supporting varied cartoons, TV series, movie releases, and popular musical artists, like The Beatles, "Peanuts", "Gumby*", "Tarzan", "The Three Stooges", "Doctor Do little", "", Batman and Superman (along with a whole pantheon of comic book super heroes), and "Chitty Chitty Bang Bang", Michael Jackson, "The Smurfs", and even "Steve Urkel".In a licensing twist, Colorforms developed their own character property, Sugar & Spice to compete with Strawberry Shortcake (1979) when master license holder, Kenner Products would not allow wide usage of character rights throughout the toy industry.