Toy market news

Sesame Workshop grows licensing plans across China, Japan, and Germany with new agencies

Sesame Workshop has been on a global escapade this past month, having signed a trio of international licensing agencies with the purpose of strengthening the nonprofit’s licensing programmes across the overseas markets.

The educational organisation behind the iconic Sesame Street brand has been expanding its presence in the European and eastern markets, having tapped the likes of Medialink Group for Greater China, Sony Creative Products for Japan, and Studio 100 Media for Germany and the German speaking market.

Its partnership with Medialink Group will see the outfit act as its licensing agent for Mainland China, Hong Kong, Taiwan, and Macau, managing the brand licensing of Sesame Street’s consumer products, while it will also build retail relationships and work with local licensees to create promotional activations in the respective territories.

Today, Sesame Street is available on Tencent, BesTV, SiTV, Mampod and Ukids in Greater China, and generates $1.4 billion in worldwide retail sales of licensed products.

Meanwhile, Sony Creative Products has been secured as Sesame Street’s licensing agent for the Japanese market, building on the brand’s more than 50 year history and expanding on its portfolio of 150 countries in which it is present.

Finally, the company has strengthened its European presence with the appointment of Studio 100 Media as its German licensing agency. The firm will manage consumer products for Sesame Workshop’s flagship German brand Sesamstrasse as it celebrates the broadcast of its 50th season in 2023. Studio 100 will manage special brand activations and retail events.