Haven Licensing has secured a new deal with the Australian Football League to produce a range of co-branded Sesame Street merchandise for 17 of the football clubs.
Supported by a major marketing campaign featuring the Muppet friends rubbing shoulders with the AFL's elite players, the range will be available exclusively through AFL stores and online.
From a sell-out launch range with the Melbourne Football Club, the partnership has expanded to 16 other clubs in the league, with apaprel and accessories from Playcorp, for infants through to adults.
The launch campaign includes appearances by the Sesame Street walkarounds alongside AFL hero players at Kids Coaching Clinics, as well as the creation of video shorts featuring Melbourne FC coach Paul Roos, including one which shows the sign up of Big Bird as Melbourne's newest recruit.
"As advocates of healthy living and active outdoor play, it was an obvious choice to unite Sesame Street with one of Australia's leading sporting codes," said Tom Punch, MD of Haven Licensing. "We're thrilled to be working with the AFL and Playcorp on a project that will appeal to children and parents alike."