Sesame Workshop Names Just Play as Its Master Toy Licensee

Just Play will market toys in North America, Latin America, Europe, the Middle East and Africa.

March 3, 2022

Sesame Workshop

Sesame Workshop, the nonprofit educational organization behind “Sesame Street,” has named Just Play, as its multi-territory master toy licensee for North America, Latin America, Europe, the Middle East, and Africa.

Under this multi-year partnership, Just Play will manufacture and market an expansive array of products featuring characters including Elmo, Cookie Monster and Abby Cadabby.

Starting in 2023, Just Play will take the helm and usher in a new era of engaging and educational products that will roll-out throughout the year and beyond. Key preschool play patterns and categories including plush, figures, playsets, vehicles, role play/dress up, bath and learning toys will define the new product portfolio.

“We’re thrilled to partner with Just Play and strengthen the ‘Sesame Street’ brand globally,” says Ed Wells, executive vice president and head of global media and education, 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.”

“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.”