Sesame Street’s New Direct-to-Consumer Partnerships


Sesame Workshop has secured new deals with a number of direct-to-consumer brands for Sesame Street, including Hedley & Bennett for kitchen gear and Nugget for an Elmo play couch.

“The pandemic has changed the way consumers shop, accelerating ecommerce growth to new heights,” said Gabriela Arenas, VP of global licensing at Sesame Workshop. “With the DTC model taking center stage and shifting even more retail activity online, we’ve pivoted our licensing strategy to meet this new consumer demand. As we continue building long-term relationships with our fans, we’re thrilled to collaborate with these trendsetting lifestyle brands and take an innovative multigenerational approach to propel our characters forward.”

Hedley & Bennett’s Sesame Street-inspired collection of aprons will feature Cookie Monster, Big Bird, Elmo and Bert and Ernie. Nugget has teamed up with Sesame Street to create the Elmo Nugget, featuring a soft patterned cushion in microsuede, a sturdy base in Elmo red and two triangle pillows with Elmo eyes and nose.

Sesame Street and NYC-based Staple joined forces on a new streetwear collaboration that mixes Staple’s iconic pigeon and colorful graphics with favorite characters and includes adult shirts, hoodies, hats, outerwear, a rug and plush. The skincare brand Starface is launching a limited-edition collection inspired by Sesame Street characters.

The yoga accessory brand Yune Yoga is offering a new collection featuring Sesame Street’s Elmo, Cookie Monster, Big Bird, Oscar the Grouch and The Count that includes the Trekk travel mat.