CAA-GBG to Rep ‘Sesame Street’ in South Korea and Southeast Asia

New brand licensing agency will work to enter new categories.

August 9, 2021

Sesame Workshop, the nonprofit educational organization behind the Sesame Street franchise, has named CAA-GBG Global Brand Management Group, a global brand extension company, as its new licensing agent for Sesame Street in South Korea and Southeast Asia. Under the agreement, CAA-GBG will work to extend the Sesame Street brand licensing program into new categories, including educational and children’s licensed product opportunities.

“Sesame Workshop’s mission is to help kids grow smarter, stronger and kinder,” says Whit Higgins, senior vice president, international media and education and distribution, Sesame Workshop. “We are thrilled to team up with CAA-GBG to create unique and powerful ways for fans to engage with the brand in South Korea and Southeast Asia and to further our mission.”

Sesame Street is a place full of laughter and learning that connects with the young and young at heart around the world through the combination of media and Muppets. A place where kids can learn, play, grow

and share, Sesame Street revolutionized children’s programming when it debuted more than 50 years ago. Today, the iconic program is seen in more than 150 countries around the world and generates $1.4 billion in retail sales of licensed products in the U.S. and internationally.

Sesame Street has a long heritage in South Korea, having first been introduced to viewers there in the early 1980s. Today, Sesame Street content enjoys wide distribution in South Korea, including linear distribution on free-to-air broadcaster EBS and on pay-TV through CJE&M as well as non-linear distribution on LG TV+ and Coupang Play. In Southeast Asia, Sesame Street content is available across the region on HBO Asia and in Singapore through a long-term partnership with public broadcaster MediaCorp. Sesame Street content is also distributed via TVRI and Horee in Indonesia and VTV7 in Vietnam.

“Sesame Street continues to be one of the most beloved character brands in the world,” says Elaine Chiu, executive vice president-Asia, CAA-GBG. “We are very pleased to be working with this iconic property and are looking forward to leveraging our expertise and resources to grow the business in exciting new ways in South Korea and Southeast Asia.”