Sesame Workshop Taps Just Play as Multi-Territory Toy Licensee


Sesame Workshop has named Just Play as its master toy licensee for North America, Latin America, Europe, the Middle East and Africa.

Under the multiyear partnership, Just Play will manufacture and market an expansive array of products featuring Sesame Street characters such as Elmo, Cookie Monster and Abby Cadabby.

Just Play will also support Sesame Workshop’s mission to help kids grow smarter, stronger and kinder. Starting in 2023, the company will take the helm and create dynamically engaging and educational products that will roll out throughout the year.

The toy company will contribute to Sesame Workshop’s social impact efforts by providing funding for vital initiatives that bring critical early learning and support to children around the world.

“We’re thrilled to partner with Just Play and strengthen the Sesame Street brand globally,” said Ed Wells, executive VP and head of global media and education at Sesame Workshop. “Just Play creates fantastic, best-in-class products that delight the whole family. This, coupled with its exceptional retailer and distribution network and impressive mix of items across multiple categories, makes them a natural partner. We’re also mission-aligned: We both create unique and powerful experiences for kids and families to play and learn about their favorite brands. Those deep connections drive everything we do at Sesame Workshop.”

Sunny Lauridsen, senior VP of licensing and brand strategy at Just Play, added, “It’s a privilege to become a central partner to one of the most beloved and respected franchises in the world. Sesame Street is a brand that connected with each of us in our childhood and continues to provide important educational, social and giggle-inducing content for families today. We’re honored to bring the next generation of toys to market.”