PAWTUCKET – Hasbro Inc. said Monday it has signed a 10-year licensing agreement with Sesame Workshop, the nonprofit that produces “Sesame Street.” Financial terms were not disclosed.
Hasbro said the “global strategic alliance” with Sesame Workshop (formerly Children’s Television Workshop) will allow the toymaker to manufacture and sell a wide range of toys and co-branded games based on “Sesame Street” including the characters Big Bird, Elmo and Cookie Monster.
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“Sesame Workshop has an amazing portfolio of characters that children have enjoyed in a variety of forms for decades, and Sesame Street is a brand that parents trust,” Hasbro President and CEO Brian Goldner said. “Hasbro fully embraces Sesame Workshop’s philosophy and mission, and we see this new alliance as an ideal strategic fit.”
Hasbro said it will begin selling new “Sesame Street” products under its Playskool and games brands in 2011. Its rival, Mattel Inc., currently makes the toys.
“Sesame Street” is celebrating its 40th anniversary this year. The show began airing on public television in 1969, and versions of the program are now seen in 140 countries.
“At the heart of Hasbro’s business is making fantastic games, toys, lifestyle and entertainment products that are enjoyed by people of all ages worldwide,” said Gary E. Knell, Sesame Workshop’s president and CEO. “We are thrilled to work with the leading provider of play to provide families with an extended and engaging Sesame Street experience.”
Additional information is available at hasbro.com.
It’s wonderful that a wholesome program such as Sesame Street will come alive in children’s hands in the form of wholesome and educational toys. The show has done a great job of teacihng children about diversity and building positive relationships with animals, kids and adults. Kudos to Hasbro for securing this contract. C.Claire Law, M.S. Educational Consultant, http://www.eduave.com