The plush specialist, Posh Paws and its parent company Whitehouse Leisure, has been named the new plush partner for the iconic and globally popular Sesame Street brand in a deal that will cover the EMEA region. Under the partnership, Whitehouse Leisure will also be developing plush ranges for amusement channels.
In a deal brokered by Sesame Workshop’s UK and Eire licensing agent, Bulldog Licensing, Posh Paws will build on the brand’s character appeal with a line featuring interactive Elmo and Cookie plush, alongside a wade range of basic plush characters.
The firm will support the product launch with a heavyweight marketing and PR strategy featuring TV, print and digital campaigns including a focus on opportunities to work with influencers in the pre-school area.
Over 50 years since its launch, Sesame Street remains a favourite brand in the UK. The property has four series airing on leading commercial preschool broadcaster, Tiny Pop. Cookie Monster’s Foodie Truck launched in 2018, and the channel has since complemented the show with Elmo’s World, which debuted in January 2020, before Cookie’s Crumby Pictures and Super Grover 2.0 joined the portfolio this autumn.
Posh Paws joins a licensing programme for Sesame Street which is reportedly ‘showing huge growth across multiple categories.’ The successful, long-established adult apparel lines were recently joined by accessories and homewares ranges. Meanwhile, the children’s programme is experiencing robust revenue growth across apparel, accessories, toys and home, with multiple new product launches planned over the coming year.
“As retailers everywhere look to build on their portfolio of great classic properties, Sesame Street offers something for everyone; from the fans who have followed Cookie Monster and friends from the outset over 50 years ago, to the new generation discovering the delights of Sesame Street and their favourite furry red monster Elmo for the first time,” said Rob Corney, MD, Bulldog Licensing.
Lauren Shipman, brand and marketing director at Posh Paws International, added: “We’re delighted to be partnering with one of the world’s best-loved brands in Sesame Street. The characters have entertained and educated generations of children and continue to be a staple for kids and adults everywhere.
“We look forward to continuing the strong growth the brand is seeing across retail with new and innovative product ranges to appeal to fans everywhere.”