SAMBRO International On Board Sesame Street in Europe

NEW YORK/LONDON: Sesame Workshop has appointed SAMBRO International as its new Sesame Street licensee across European territories.

SAMBRO International will develop a range of Sesame Street plush toys, arts and crafts, and bags for the U.K., Benelux, Iberia, the Nordic countries and CEE. CPLG, Sesame Workshop’s licensing representative in the territories, helped broker the deal.

SAMBRO will focus on creating a diverse lineup of branded products to establish a presence with major retailers working closely with CPLG’s local network of offices.

“We are pleased to be working with SAMBRO to offer children and their families a new collection of Sesame Street products that will help spark imaginative play, creativity and learning,” said Risa Greenbaum, the assistant VP of international licensing at Sesame Workshop.

“Sesame Street is a worldwide icon and loved by so many,” said Nikki Samuels, the licensing director at SAMBRO. “The TV show is as popular as ever, with a new generation of new fans who love the characters as much as their parents did. We are absolutely delighted to partner with Sesame Street—it is an honor to be able to develop these characters into what we feel will be a classic plush collection. In addition to our plush range, we will be launching a collection of Sesame Street hand puppets to inspire imaginative role-play, as well as creating an extensive bags and arts-and-crafts range to add to our ever-increasing portfolio.”

“We are very happy to have secured SAMBRO as a strategic partner for the Sesame Street brand,” said Maarten Weck, the managing director for Northern Europe at CPLG. “SAMBRO has been a valuable partner for us in the region. Their enthusiasm, innovation and drive make them a perfect fit and addition to the licensing program. We are looking forward to supporting them and increasing Sesame Street’s presence at retail.”