Sesame Workshop Expands Multigenerational Brand Licensing Activities in Europe

Sesame Workshop, the global impact nonprofit behind the “Sesame Street” series, continues to grow its product portfolio and connect with families and fans in new ways across Europe. 

Heading into Brand Licensing Europe, Sesame Workshop’s partners are bringing this joyful, evergreen property to more categories across toys, apparel, kidult, publishing, retail, themed entertainment and more. Also, everyone’s favourite furry red monster, Elmo, recently made a very special visit to the U.K. Elmo’s fan-pleasing, action-packed trip featured high-profile appearances on ITV’s “This Morning” and national radio, as well as collaborations with popular content creators and a meet and greet and screening for guests at Hamleys Regent Street location organised in collaboration with Just Play.  

Multiple global licensing partnerships expanding in the region include: 

DK’s recently released Sesame Street Encyclopedia for little factfinders and a Sesame Street cookbook for enthusiastic young chefs. A Sesame Street pop-up book release is planned for early 2025.  

For audio lovers, licensee, tonies, has released Elmo and Cookie Monster Tonies in English and German, with a bespoke Ernie Tonie created for Germany.  

Over the spring and summer, MGA Entertainment extended its global line to the U.K. with the Elmo & Friends Collection for the Little Tikes Story Dream Machine. 

Leading retailer, Primark, introduced an extensive global adult Sesame Street fashion line, including at their flagship store in London.   

Master toy partner, Just Play, has numerous products at retail in the U.K. and Germany, including Tickle Me Elmo, Nom Nom Cookie Monster and a wide array of plush. 

With its multigenerational appeal and passionate fan base, Sesame Street is strongly positioned in the rapidly growing kidult category. Global collectibles partner, Super7, has launched Sesame Street ReActions fan collectible figures and the first two SuperSize figures for the European market. Pop culture specialist, Funko, launched four new adorable Sesame Street vinyl pop collectible figures featuring Abby Cadabby, Big Bird, Cookie Monster and Elmo and Tango. 

New regional promotional and retail partnerships are also launching in Germany. Sesame Street will be featured in a nationwide promotion with leading food company, Danone, for FruchtZwerge, a dairy product with pureed fruits, specially developed for kids’ needs. The promotion, launching in October, includes a competition to win a family holiday at PortAventura World in Spain, plus daily prizes from partners, Soulbottle, Schmidt Spiele and Just Play. 

In Spain, El Corte Ingles will launch a Gift of Giggles activation at stores in Madrid, Bilbao and Malaga with Just Play in November.  

Elmo recently visited London as part of Sesame Workshop’s Gift of Giggles campaign supporting emotional well-being and mental health awareness for young children and families and the new season launch of “Sesame Street” on Amazon Kids+.