Sesame Workshop Partners with Sambro

Sesame Workshop has tapped Sambro International to develop a range of “Sesame Street”-branded merchandise for the U.K., Benelux, Iberia, the Nordics and CEE.

April 6, 2018

Classic preschool series expands European lineup with plush, role play, bags and more.

CPLG, Sesame Workshop’s licensing representative in the territories, helped broker the deal.

Under the terms of the deal, Sambro will create a host of products including plush toys, bags and arts and crafts.

“‘Sesame Street’ is a worldwide icon and loved by so many,” says Nikki Samuels, licensing director, Sambro. “The TV show is as popular as ever, with a new generation of fans who love the characters as much as their parents did. We are absolutely delighted to partner with ‘Sesame Street’–it is an honor to be able to develop these characters into what we feel will be a classic plush collection. In addition to our plush range, we will also be launching a collection of ‘Sesame Street’ hand puppets to inspire imaginative role play, as well as creating an extensive bags and arts and crafts range to add to our ever increasing portfolio.”

“We

are very happy to have secured Sambro as a strategic partner for the ‘Sesame Street’ brand,” says Maarten Weck, managing director, Northern Europe, CPLG. “Sambro has been a valuable partner for us in the region. Their enthusiasm, innovation and drive make them a perfect fit and addition to the licensing program. We are looking forward to supporting them and increasing ‘Sesame Street’s’ presence at retail.”