Planeta Junior will work on pre-school products and retail promotions.
Sesame Workshop has named Planeta Junior Italia as its licensing representative for Italy.
The non-profit educational organisation behind popular pre-school TV show Sesame Street, has partnered with the firm to kick off a full-scale licensing programme.
Sesame Workshop puts the proceeds from sales of Sesame Street products, both internationally and domestically, back into its educational projects for children around the world.
Various Sesame Street shows are regularly broadcast in Italy on Rai Yoyo, such as Play With me Sesame, Global Grover, Bert & Ernie’s Great Adventures and Elmo’s World.
"We are looking forward to working with Planeta Junior Italy on developing a full-scale licensing programme featuring a wide range of pre-school products and retail promotions,” said Marie-Cecile Girard-Jones, Sesame Workshop’s Assistant Vice President of International Licensing.
Entertainment distributor Planeta Junior was formed in 2000 and is owned by Planeta and De Agostini Groups. The company has TV, home video, licensing, publishing and merchandising arms, with offices in Spain, Portugal, Italy, France, Greece, Eastern Europe and is based in Prague.
The Italian office in Milan, which opened in 2004, is led by Italy Country Manager Mauro Gilardi.
Sesame Workshop produces local Sesame Street shows, seen in over 150 countries, and other acclaimed programmes to help bridge the literacy gap, including The Electric Company.
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