Vila Sésamo

ORIGIN: Vila Sésamo is an original, Brazilian adaptation of Sesame Street.

DISTRIBUTOR: Sesame Workshop

CREATORS: Sesame Workshop and TV Cultura

TV SHOW: The one-hour Vila Sésamo preschool block features original Muppet segments featuring Brazilian characters Garibaldo and Bel, world-famous shows Play With Me Sesame, Global Grover and Elmo’s World, and 78 original locally produced live-action films featuring children from across Brazil and showcasing the rich cultural and environmental diversity of the region.

EXECUTIVE PRODUCERS: Sesame Workshop and TV Cultura

MAIN BROADCASTER: TV Cultura

TV SALES: Vila Sésamo will also premiere on children’s cable channel TV R᠔im Bum on January 1, 2008.

MAJOR TOY LICENSEES: Master toy licensee, Fisher Price, launched the famous Elmo TMX last September, in time for Children’s Day and Christmas, and will expand their assortment to a larger number of SKUs for Children’s Day 2008. Sesame Workshop’s local representative, Redibra, is currently talking to various local manufacturers to fill out the other toy categories such as balls, wheel goods, puzzles and games. The first products will be unveiled at the Brazilian Toy Fair in March.

OTHER PRODUCTS: Over the last four years, Sesame Workshop has established a productive relationship with its home video and publishing partner, ST2. Along with toys, home video and publishing are pillar categories for Sesame Workshop and the company is looking to expand with more titles in the coming months. In addition, apparel is always a very important category for Sesame Workshop, along with anything that can decorate a child’s bedroom and extend the comfort and enjoyment young ones garner from their favorite characters beyond the television screen. Finally, as a nonprofit educational organization, basic school supplies are also a priority for the Workshop, and will include Vila Sésamo pencil pouches, backpacks and lunch boxes.

Sesame Workshop is currently in the process of lining up licensees for all these categories.

STRATEGY FOR ROLLOUT: “With early childhood development at the forefront of Brazil’s education policy, and Brazil representing 47 percent of the entire character licensing business in Latin America, we can embrace the opportunity to reach and teach children across the country in a big way,” says Maura Regan, the VP and general manager of global licensing at Sesame Workshop. “We are so pleased to be receiving proposals from licensees in all categories, and planning a major rollout of educational Vila Sésamo products on Children’s Day 2008 [which will take place on October 12.]”