Just Play on board as new multi-territory master toy licensee for Sesame Street

Sesame Workshop has named Just Play as its multi-territory master toy licensee for North America, Latin America, Europe, the Middle East and Africa.

Under the multi-year partnership, Just Play will manufacture and market an expansive array of products featuring Sesame Street characters including Elmo, Cookie Monster and Abby Cadabby. The company will also support Sesame Workshop’s mission to help kids grow smarter, stronger and kinder.

The deal will begin from 2023, with Just Play ushering in a ‘new era’ of ‘engaging and educational’ products that will roll out through the year and beyond.

Key preschool play patterns and categories including plush, figures, play-sets, vehicles, role-play, dress-up, bath and learning toys will define the new product portfolio.

Just Play will also contribute to Sesame Workshop’s social impact efforts by providing funding for vital initiatives that bring critical early learning and support across a broad variety of challenges to children around the world.

“We’re thrilled to partner with Just Play and strengthen the Sesame Street brand globally,” said Ed Wells, evp and head of global media and education at Sesame Workshop. “Just Play creates fantastic, best-in-class products that delight the whole family. 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.”

Sunny Lauridsen, svp of licensing and brand strategy at Just Play, added: “It’s a privilege to become a central partner to one of the most beloved and respected franchises in the world.

“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 honoured to bring the next generation of toys to market.”

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