Just Play can tell you how to get to Sesame Street.
The global toymaker inked a deal with Sesame Workshop to serve as the master toy licensee for Sesame Street in several territories, including North America, Latin America, Europe, the Middle East, and Africa.
Under the multiyear deal, the company will design fresh toy lines based on the famous characters of Sesame Street, including Elmo, Big Bird, Cookie Monster, Abby Cadabby, and more. Just Play’s product assortment will include plush, figures, vehicles, playsets, roleplay and dress-up, bath toys, and learning toys.
“It’s a privilege to become a central partner to one of the most beloved and respected franchises in the world,” says Sunny Lauridsen, senior vice president of licensing and brand strategy, Just Play. “Sesame Street is a brand that connected with each of us in our childhood and continues to provide important educational, social, and giggle-inducing content for families today. We’re honored to bring the next generation of toys to market.”
To further support the nonprofit Sesame Workshop’s initiatives to provide learning materials and entertainment to kids around the world, Just Play will contribute by providing funding to help families everywhere.
“Just Play creates fantastic, best-in-class products that delight the whole family,” says Ed Wells, executive vice president and head of global media and education, Sesame Workshop. “This, coupled with its exceptional retailer and distribution network, and impressive mix of items across multiple categories, make them a natural partner. We’re also mission-aligned: we both create unique and powerful experiences for kids and families to play and learn with their favorite brands. Those deep connections drive everything we do at Sesame Workshop.”
According to Just Play, its international reach will be led by the recently opened UK office which will serve as a hub of operations for countries in the EMEA region and strategic partnerships in Latin America.
