One of the most iconic preschool brands enters a new toy era.
It’s been more than 50 years since the kids of the world first met Big Bird, Oscar the Grouch, and the rest of the Sesame Street gang.
While the residents of this welcoming, fictional street became an educational staple for kids on screen, they have also become fixtures in the toy aisle. For the same five decades that these beloved characters have taught counting, reading, and life skills, they have also appeared in playsets and games and in the form of plush, figures, and more.
Now, a new chapter of Sesame Street’s toy journey begins. Following a 10-year licensing partnership with Hasbro, the brand has named Just Play as its multi-territory master toy licensee for North America, Latin America, Europe, the Middle East, and Africa. In this multi-year deal, Just Play will produce a wide range of toys for the show, which will start hitting shelves in the spring.
According to Gabriela Arenas, senior vice president of global products licensing at Sesame Workshop, Just Play was the right fit for this partnership because of the company’s wide-reaching retailer and distribution network, experience across multiple product categories, and — most importantly — values.
“Just Play stands for exactly that — they believe kids should just play and thrive,” Arenas says. “Strategic partnerships like this work because we’re mission aligned. It extends beyond product. It’s about collaborating to make a positive impact on kids and families.”
Sunny Lauridsen, senior vice president of licensing and brand strategy at Just Play, says that is exactly what the company plans to do with its new Sesame Street products: emphasize the core values that define the show. “Sesame Street is a place where all kids are welcome,” Lauridsen says. “We pride ourselves in bringing toys to market that invite all children to play and imagine.”
And Just Play is jumping right into keeping that promise, launching multiple Sesame Street product lines for its initial offering. These include some classic play items, such as the Sesame Street Friends 8-inch plush assortment and the Sesame Street Neighborhood Friends 3-inch figure packs. These toy lines feature a variety of characters from the series, including both classic characters — like Elmo and Cookie Monster — and newer faces, such as Gabrielle and Julia.
There are also interactive toys on the way, perhaps most notably the Sesame Street Dino Stomp Elmo, which depicts the popular character dressed as a dinosaur. According to Lauridsen, this toy was inspired by the classic nursery rhyme “If You’re Happy and You Know It” and viral, dinosaur-themed Elmo content that has amassed millions of views on YouTube. “We can’t wait to see the videos of kids dancing and stomping along with their best friend Elmo,” she says.
Incorporating this viral moment into the products is one way that Just Play is appealing to today’s kids and families.
“While there are more preschool brands today than ever before, Sesame has never slowed down,” Arenas says. “Our success can be attributed to the continual innovation in product and content, and accessibility to all of our fans. Just Play will help ensure we remain innovative and accessible.”
Another key component of these new toys is learning through play, which is a central pillar of the Sesame Street brand and this partnership. “If you can hold a child’s attention, you can help educate them,” Arenas explains. “By offering engaging toys kids love to play with, we’re able to infuse key learning opportunities — including potty time, ABCs, and developing a positive self-identity — while having fun.”
Some of the educational Sesame Street toys coming from Just Play include Elmo’s Learning Letters, a bus-shaped activity board with removable letter pieces that kids can use to practice spelling, and the Learn with Elmo phone, which features more than 50 learning phrases, songs, and sounds.
Having beloved characters along for the learning experience also enhances these products, as both Arenas and Lauridsen note, because kids feel connected to these furry friends. And on top of that, the show’s deep-rooted nostalgia makes Sesame Street toys multigenerational.
“Sesame Street characters that kids love today are the same ones that their parents grew up adoring,” Lauridsen says. “By having these characters that have been trusted for more than 50 years, there is a familiarity — and a cross-generational comfort level — that makes it easier for parents and caregivers to nurture children’s educational and emotional growth.”
As parents who fondly remember their own Little People Sesame Street playsets — or who begged for a Tickle Me Elmo in its ’90s heyday — begin shopping for toys to enrich their preschoolers’ playrooms, they will have plenty of options.
Beyond the initial launch this spring, Just Play will release new Sesame Street products in additional categories, as the licensing agreement includes vehicles, role play, bath toys, and more. These toys will incorporate the nostalgia, interactivity, and educational value that parents expect from Sesame Street.
It’s sunny days ahead for this play-filled partnership!
This article was originally published in the 2022 Innovation & STEM issue of The Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!
