With the heritage of Postman Pat combined with, what Classic believes, is a unique position in the market, Guess with Jess has got off to a strong start.
It may be 40 years old, but Sesame Street is just as relevant to today's children as it was in the 70s, 80s and 90s. We find out how it's managed to move with the times.
It's already notched up global retail sales of over $8bn since 1995, and now the arrival of Toy Story 3 is set to push this even higher.