Sesame Workshop grows licensing plans across China, Japan, and Germany with new agencies

Published on: 13th July 2021

Sesame Workshop has been an a global escapade this past month, having signed a trio of international licensing agencies with the purpose of strengthening the nonprofit’s licensing programmes across the overseas markets.

The educational organisation behind the iconic Sesame Street brand has been expanding its presence in the European and eastern markets, having tapped the likes of Medialink Group for Greater China, Sony Creative Products for Japan, and Studio 100 Media for Germany and the German speaking market.

Its partnership with Medialink Group will see the outfit act as its licensing agent for Mainland China, Hong Kong, Taiwan, and Macau, managing the brand licensing of Sesame Street’s consumer products, while is will also build retail relationships and work with local licensees to create promotional activations in the respective territories.

Today, Sesame Street in available on Tencent, BesTV, SiTV, Mampod and Ukids in Greater China, and generates $1.4 billion in worldwide retail sales of licensed products.

“Sesame Street is everywhere kids are,” said Alvin Fu, vice president and general manager of Greater China for Sesame Workshop. “We achieve this by making our innovative video content available through TV and on-demand platforms and working with partners like Medialink to invite kids and fans of all ages to engage with our beloved characters through Sesame Street-branded consumer products and merchandise and interactive experiences.”

“We are delighted to represent Sesame Street in Greater China. It is immensely meaningful for us to work with such a strong and trusted pre-school brand that shares a similar mission to ours. It is our great pleasure to work with Sesame Street,” said Ms Noletta Chiu, managing director of Medialink Animation International Limited and Medialink Cultural & Creative (Guangzhou) Limited.

Meanwhile, Sony Creative Products has been secured as Sesame Street’s licensing agent for the Japanese market, building on the brand’s more than 50 year history and expanding on its portfolio of 150 countries in which it is present, a network through which it generates $1.4 billion in worldwide retail sales of licensed products.

Sesame Street was first broadcast in Japan in 1971. Maximising the awareness of Sesame Street’s core values, Sony Creative Products will eye new brand activations and retail events, as well as pursue further business opportunities. SCP will manage licensing and retail activities for a wide range of demographics, from preschoolers to their caregivers, generation Z, and adults.

Finally, the company has strengthened its European presence with the appointment of Studio 100 Media as its German licensing agency. The firm will manage consumer products for Sesame Workshop’s flagship German brand Sesamstrasse as it celebrates the broadcast of its 50th season in 2023.

Studio 100 will manage special brand activations and retail events.

Stefan Kastenmüller, Sesame Workshop’s general manager for Europe, said: “I am incredibly excited about this strategic partnership with Studio 100 and the opportunity to strengthen the brand in Germany. In addition to overseeing licensing activity, Studio 100 will develop new ways for families to enjoy and deepen their connection with their favorite characters. Fans can expect to see more in themed entertainment, live shows, apps, and new content.”

Studio 100’s managing director, Martin Krieger said: “We are very happy to represent Sesame Workshop in Germany, Switzerland, and Austria. Many of us grew up with Sesamstrasse and having it now in our portfolio is amazing.

“It’s a perfect fit as we have similar brand values. I believe that our expertise will sustainably contribute in strengthening and expanding Sesamstrasse’s popularity and success story. We look forward to further developing licensing opportunities in important and new categories.”


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