Sesame Workshop and Posh Paws have teamed to create a range of “Sesame Street” plush for the EMEA region.
The Posh Paws line will feature interactive Elmo and Cookie Monster plush alongside a variety of basic character plush. The company will support product launches with a marketing and PR strategy that features television, print and digital campaigns that include influencers in the pre-school market. Sesame Workshop’s agent in the U.K. and Ireland, Bulldog Licensing, brokered the deal. Bulldog Licensing is also an exhibitor at the upcoming Festival of Licensing event where they will be speaking with potential partners on behalf of clients such as Sesame Workshop.
“We’re delighted to be partnering with one of the world’s best-loved brands in ‘Sesame Street,’” says Lauren Shipman, brand and marketing director, Posh Paws International. “The characters have entertained and educated generations of children and continue to be a staple for kids and adults everywhere. We look forward to continuing the strong growth the brand is seeing across retail with new and innovative product ranges to appeal to fans everywhere.”
Following the deal, Posh Paws joins a licensing program for “Sesame Street,” which has grown across multiple categories. This year, Phoenix International Publications and Sesame Workshop teamed up on a line of published audio books. Sesame Workshop also developed a line of Magna-Tiles with CreateOn in August.
“As retailers everywhere look to build on their portfolio of great classic properties, ‘Sesame Street’ offers something for everyone,” adds Rob Corney, managing director, Bulldog Licensing. “From the fans who have followed Cookie Monster and friends from the outset over 50 years ago, to the new generation discovering the delights of ‘Sesame Street’ and their favorite furry red monster Elmo for the first time.”