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Sesame Workshop Names Just Play as Multi-territory Toy Licensee

Sesame Workshop Names Just Play as Multi-territory Toy Licensee

Sesame Workshop has announced it has named Just Play, a globally recognized leader in preschool toys, as its multi-territory master toy licensee for North America, Latin America, Europe, the Middle East, and Africa. Under this multi-year partnership, Just Play will manufacture and market an expansive array of products featuring beloved Sesame Street characters including Elmo, Cookie Monster, and Abby Cadabby. The company will also support Sesame Workshop’s mission to help kids grow smarter, stronger and kinder. 

Starting in 2023, Just Play will take the helm and usher in a new era of dynamically engaging and educational products that will roll-out throughout the year and beyond. Key preschool play patterns and categories including plush, figures, playsets, vehicles, role play/dress up, bath, and learning toys will define the new product portfolio. 

Just Play will contribute to Sesame Workshop’s social impact efforts by providing funding for vital initiatives that bring critical early learning and support across a broad variety of challenges to children around the world. These initiatives are fundamental to both organizations’ ongoing efforts to help families everywhere thrive.

“We’re thrilled to partner with Just Play and strengthen the Sesame Street brand globally,” said Ed Wells, EVP and Head of Global Media and Education, 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, make them a natural partner. We’re also mission-aligned: we both create unique and powerful experiences for kids and families to play and learn with their favorite brands. Those deep connections drive everything we do at Sesame Workshop.”

“It’s a privilege to become a central partner to one of the most beloved and respected franchises in the world,” said Sunny Lauridsen, SVP of Licensing and Brand Strategy, Just Play. “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.” 

Just Play’s international reach is essential to supporting the growth of Sesame Street globally with its recently opened UK office serving as the hub to EMEA operations, and strategic partnerships in Latin America.

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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