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Toms teams with Sesame Street for 50th

New footwear collection backed with heavyweight in-store activity and dedicated windows.

TOMS has partnered with Sesame Street and Sesame Workshop to create a new line of shoes for women and children celebrating the brand’s 50th anniversary.

The collection includes 17 skus and launched on February 7. It is supported with in-store signage, display and POP packages, windows – such as the one pictured of the store in Soho’s Foubert’s Place – as well as coverage on social media.

Each shoe style features details inspired by some of Sesame Street’s most popular residents – from asymmetrical Bert and Ernie shoes, through to fuzzy Elmo shoes and the ever hungry Cookie Monster.

The company’s website describes the collection coming to life through ‘playful prints, 3D embellishments, fuzzy textiles and tasty appliques’.

Rob Corney, group md of Bulldog Licensing – Sesame Street’s UK agent – told Source: “Sesame Street is an incredible brand with huge awareness throughout the UK.

“We are seeing strong growth across all categories for both adults and children and are delighted to be working with a brand which has such a special place in the hearts of people everywhere.”

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