Bulldog Licensing, the licensing agency which represents “Sesame Street” in the U.K. on behalf of non-profit organization Sesame Workshop, has announced new deals for the brand as Sesame continues to grow its presence on screen, on digital and at U.K. retail. 

Two of the newest launches – in the wellness and homeware categories – underline the diverse appeal of the brand. Supreme Imports, a name in the wellness market, has launched a “Sesame Street” range through its Sealions brand of kids’ multivitamin gummies. The Sealions range is now available on the company’s website. 

Meanwhile GHS Studio, one of Europe’s designers, manufacturers and distributors of upholstered furniture, is planning a range of kids’ beanbag sofas and chairs, homeware and onesies all decorated with “Sesame Street” characters, which will be launching later this year. 

The first products from the new “Sesame Street” master toy partner Just Play are on sale at major retail outlets, including Smyths and The Entertainer. 

This strong retail and licensing performance comes at a time when “Sesame Street” programming is enjoying a growing presence on Tiny Pop, a TV channel for preschoolers in the U.K. 

There are now six shows featuring on the channel: “Cookie Monster’s Foodie Truck,” “Elmo’s World,” “Super Grover 2.0,” “Cookie’s Crumby Pictures,” “Smart Cookies” and “Elmo and Tango’s Mysterious Mysteries,” with four of these formats ranking as Tiny Pop’s top performing titles last year. 

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“Sesame Street’s” digital content is also boosting brand awareness: its YouTube channel has 94 million annual views in the U.K. and Ireland, totaling more than eight million hours watched, while the brand has more than one million U.K. followers on social media. 

The availability of “Sesame Street” content, which also now boasts Sesame Workshop’s Mecha Builders, airing on Milkshake, acts alongside the marketing support of Just Play’s master toy program and a growing licensed product offering at major retailers. 

“The strength of ‘Sesame Street’ both at retail and on TV is a testament to its continuing relevance and enduring appeal across multiple generations,” says Rob Corney, managing director, Bulldog Licensing Group. “As more youngsters discover this wonderful brand, we expect to see an even stronger retail presence in the U.K. for ‘Sesame Street’ in the coming years.”