Hasbro, Inc. has been granted the rights to make and market toys and games based on Sesame Street characters, such as Elmo, Big Bird, and Cookie Monster. The agreement takes the licensing rights away from Mattel’s Fisher-Price brand, who holds the rights until 2010. Hasbro will start manufacturing Sesame Street products in 2011, which is the same year that the first products will launch in stores. The Hasbro-Sesame Street agreement covers all Sesame Street toys and will last 10 years.