HeadStart On Board Sesame Street in Oz & New Zealand

NEW YORK/MELBOURNE: Sesame Workshop has appointed HeadStart International as its new regional toy licensee for Australia and New Zealand.

HeadStart will focus on creating a range of Sesame Street plush for major retailers across price points. Haven, Sesame Workshop’s licensing representative in the territories, helped broker the deal and will continue to implement Sesame Street’s overall brand strategy and licensing programs down under. Sesame Street airs twice daily on ABC KIDS at 9 a.m. and 12 p.m.

“We’re proud of our long history in forging partnerships that meet regional needs,” said Gisela Abrams, the VP of international media business at 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.”

“HeadStart’s mission is to build the finest brands in toys, and we know Sesame Street is a brand like no other,” said Andrew Hendy, the director of 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.”