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Bulldog reveals new Sesame Street deals as TV presence grows

Bulldog Licensing has revealed new deals for the Sesame Street brand as it continues to grow its presence on screen, on digital and at UK retail.

Two of the newest launches – in the wellness and homeware categories – underline the diverse appeal of the brand.

Supreme Imports, a leading name in the wellness market, has launched a Sesame Street range through its Sealions brand of kids’ multivitamins. Containing eight essential nutrients, the gummies are sugar-free and vegan-friendly, with a natural raspberry flavour. The Sealions range is now available on the company’s website.

Meanwhile, GHS Studio is planning a range of kids’ beanbag sofas and chairs, homeware and onesies all decorated with favourite Sesame Street characters, launching later this year.

On top of this, the first products from the new Sesame Street master toy partner, Just Play, are flying off shelves at retailers including Smyths and The Entertainer.

One of the toys – which are designed to support children’s learning and development – recently starred in the window of Hamley’s Regent Street store in London. Potty Time Elmo is an interactive kids’ plush toy that helps little ones to learn healthy habits. Sesame Street fans visiting Hamley’s were treated to free character soft toys and cookies when Elmo dropped in to celebrate Random Acts of Kindness Day on Friday 17 February.

The strong retail and licensing performance comes at a time when Sesame Street programming is enjoying a hugely successful and growing presence on Tiny Pop, the UK’s number one commercial channel for preschoolers.

There are now six shows featuring on the channel: Cookie Monster’s Foodie Truck, Elmo’s World, Super Grover 2.0, Cookie’s Crumby Pictures, Smart Cookies and Elmo and Tango’s Mysterious Mysteries, with four of these formats ranking as Tiny Pop’s top performing titles last year, helping to continue the stellar growth of the brand.

Digital content is also boosting brand awareness – the Sesame Street YouTube channel has 94 million annual views in the UK and Ireland, totalling over eight million hours watched, while the brand has more than one million UK followers on social media.

“The strength of Sesame Street both at retail and on TV is a testament to its continuing relevance and enduring appeal across multiple generations,” commented Rob Corney, group md at Bulldog Licensing. “As more youngsters discover this wonderful brand, we expect to see an even stronger retail presence in the UK for Sesame Street in the coming years.”

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