Haven Licensing is expanding its collaboration with the Australian Football League to create co-branded Sesame Street merchandise for 17 of the league’s teams.

The partnership began with a sell-out range for the Melbourne Football Club and will now be expanded to 16 other clubs in the league. Each line will include apparel and accessories from licensee Playcorp for fans of all ages from infants to adults.

Supported by a marketing campaign featuring Sesame Street and AFL players, the range will be available exclusively through AFL stores and the online AFL shop. The campaign includes appearances by Sesame Street characters and AFL Hero Players at Kids Coaching Clinics, as well as a series of video shorts featuring Melbourne FC coach Paul Roos, including one which shows the sign-up of Big Bird as Melbourne’s newest recruit.

“As advocates of healthy living and active outdoor play, it was an obvious choice to unite Sesame Street with one of Australia’s leading sporting codes,” says Tom Punch, managing director, Haven Licensing. “We’re thrilled to be working with the AFL and Playcorp on a project that will appeal to children and parents alike.”