Ten year Sesame Street deal for Hasbro

Firm picks up toy and co-branded games rights from 2011.
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Sesame Workshop and Hasbro have sealed a ten-year global strategic alliance which will see the toy firm manufacture and market a wide range of toys and co-branded games based on Sesame Street characters.

The range of products, featuring Elmo, Big Bord, Abby Cadabby and Cookie Monster among others, will be designed to both entertain and educate.

The new Sesame Street products from Hasbro's Playskool and games brands will be available from 2011.

"We are very pleased to form a global strategic alliance with Sesame Workshop," said Brian Goldner, Hasbro's president and CEO. "Sesame Workshop has an amazing portfolio of characters that children have enjoyed in a variety of forms for decades, and Sesame Street is a brand that parents trust. Hasbro fully embraces Sesame Workshop's philosophy and mission, and we see this alliance as an ideal strategic fit."

Sesame Workshop's president and CEO, Gary Knell, added: "At the heart of Hasbro's business is making fantastic games, toys, lifestyle and entertainment products that are enjoyed by people of all ages worldwide. We are thrilled to work with the leading provider of play to provide families with an extended and engaging Sesame Street experience."

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