D Is for Direct-to-Consumer: How Sesame Workshop Is Leveraging DTC for its Retail Push

Gabriela Arenas of Sesame Workshop details how direct-to-consumer efforts have kept “Sesame Street” thriving for the last 50 years.

License Global

January 16, 2020

2 Min Read

Last year, "Sesame Street" turned 50 years old. The hit children's show has stood the test of time by providing generations of kids with entertainment that inspires and educates. Over the years, the company has expanded the brand to new heights with different licensing deals covering everything from apparel brands to experiential.    

The Global Licensing Group welcomes Gabriela Arenas, vice president, licensing, North America, Sesame Workshop, to this year's Licensing Leadership Summit. During her presentation, she will illustrate how an established brand such as "Sesame Street" has been able to leverage DTC partnerships to evolve the brand for a new audience.

Arenas joins the Licensing Leadership Summit agenda with years of experience developing children's brands around the world. As part of her role with Sesame Workshop, she oversees the strategic development, direction and implementation of the consumer products licensing and venue merchandise activities across all major categories. She comes to the company having worked with HIT Entertainment/Mattel, where she successfully launched an extensive Thomas the Tank Engine consumer products program across Latin America.


Finding Your Future in DTC with Gabriela Arenas of Sesame Workshop

Join Arenas for her session, "Finding Your Future in DTC" at this year's Licensing Leadership Summit, taking place March 16–17 at the New York Hilton Midtown in New York, NY.

In the session, Arenas will explore the value of DTC for brands and highlight how Sesame Workshop has leveraged its timeless brand to reach consumers, generation after generation.

The Licensing Leadership Summit is an executive-level conference and networking event that brings together 300-plus brand licensing and retail executives for two days of thought leadership and educational seminars. Attendees will gain critical insight into licensing strategies, emerging categories, retail and consumer trends, leadership, trend forecasting and business innovation that will drive business not only in 2020 but also through 2025.

Hear from the Licensing Industry’s Leading Voices

Register today for the Licensing Leadership Summit to hear thought leaders such as:

  • Chris Petrovic, senior vice president and head of corporate strategy, M&A and business development, Zynga;

  • John Kennard, strategic partnerships, Google Shopping;

  • Michael Stone, chairman and co-founder, Beanstalk;

  • And many more!

Register Today!

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

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