Sesame Workshop Taps Toy Partner in Oz

Headstart International is on board to create a range of plush and additional toys for the “Sesame Street” brand.

Sesame Workshop, the non-profit organization behind “Sesame Street,” has named Headstart International as its new regional toy licensee for Australia and New Zealand.

Haven Licensing, the brand’s licensing agent in the territories, helped broker the deal and will continue to implement overall brand strategy and licensing programs for “Sesame Street.”

“We’re proud of our long history in forging partnerships that meet regional needs,” says Gisela Abrams, vice president, international media business, Sesame Workshop. “Headstart’s expertise in retail execution, product development and marketing is unparalleled, and we’re excited that their efforts will help us extend the ‘Sesame Street’ experience to children and their families throughout Australia.”

Under the terms of the agreement, Headstart will initially focus on creating a range of branded plush to build a strong presence with major retailers.

“Headstart’s mission is to build the finest brands in toys, and we know ‘Sesame Street’ is a brand like no other,” says Andrew Hendy, director, Headstart International. “With its lovable cast of characters and their diverse personalities, we’re taking a fun, fresh and creative approach to the product offering.”

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