The familiar faces of Big Bird, Elmo, Cookie Monster and Bert & Ernie among others will be featured on nightwear, essentials, hosiery, daywear, swimwear, accessories and homewares at Marks & Spencer stores across the UK.
The direct to retail deal was negotiated by Sesame Street's licensing agent CPLG.
A toddler boys range will be available in all 280 stores which stock apparel, while the nightwear line will initially be stocked in 150 outlets. In winter 2010 this will expand to 280 stores. The full range will also be available on the M&S website and be promoted online as part of the M&S Character Shop.
"We are thrllled to work with one of the UK's leading retailers to offer a new exclusive line of Sesame Street products created especially for the young and young at heart," said Risa Greenbaum, assistant VP of international licensing at Sesame Workshop. "Like us, Marks & Spencer has offered stylish, high quality, great value products to multiple generations. As needs evolve, so do our products, ensuring that what we create is relevant to today's families."
Sarah Rose Price, head of character at M&S, added: "M&S are really excited to be launching its Sesame Street range. The brand has great credibility with both children and parents alike and family values that are a perfect fit for M&S. We are very pleased to be on board."
"Marks & Spencer has long been recognised as a retailer which understands the importance of trust and quality to the consumer," explained Tim Juckes, category director at CPLG. "These are values shared with the Sesame Street brand and, indeed, with ourselves at CPLG. This DTR deal ensures ideal High Street positioning for the property."