Artist Muriel Fahrion, who helped create Strawberry Shortcake's look, was also among the franchise's first concept artists. Working with TCFC Creative VP Ralph Shaffer, Fahrion designed the first six bears, creating greeting card themes for their belly graphics. Susan Trentel, Muriel's sister and doll designer of Strawberry Shortcake, designed the Care Bears plush. Once out of the concept stage children's book illustrator Elena Kucharik became the primary artist for the Care Bears creating hundreds of full color illustrations for cards, books and various licensed products. TCFC's team of artists and writers worked to create many characters in the line, which was a joint development by Those Characters From Cleveland and MAD (Marketing and Design Service of the toy group of General Mills).