Sesame Workshop is continuing its 50th anniversary celebrations on a global scale, this time securing a direct to retail campaign with all 126 of Mexico’s popular Suburbia stores.
The latest initiative – brokered by La Panaderia, Sesame Workshop’s Mexican licensing agent – spans different products with Sésamo characters for babies, kids and adults; as well as a special exhibition of Sésamo designed furniture.
The campaign was rolled out in 126 Suburbia stores throughout Mexico and started on February 14th with Suburbia’s BBfest.
Sésamo is a global brand that represents education, inclusion, social responsibility, diversity, respect, values, and entertainment for kids and adults. Throughout its 50 years, Sesame Workshop has aimed to adapt to changes in the world and to different cultures, always preserving its essence and reinventing itself to offer educational content for kids, focused on their development.
“We are very excited about this association with Suburbia. Our mission has always been to reach as many kids and families as possible, and this association supports this mission,” said Lewis Kofsky, vice president and general manager for Latin America, and executive producer, international, at Sesame Workshop.
“This is only the beginning of an amazing celebration.”
Sesame Workshop, the non-profit organization behind Sésamo, has several social and educational programmes that benefit kids in Mexico and globally, a factor that has helped fuel the success of the partnership between the brand and Suburbia. All profits from Sésamo licensees in Mexico are reinvested in these programmes to support the mission and to give kids the tools to develop their cognitive, emotional and physical abilities.
This campaign in Suburbia represents the largest DTR in the history of Sésamo because it includes more than 50 products for babies, kids, and adults. Besides POP, La Panadería will organize several activities with Sésamo characters like Meet & Greet, games and contests, so kids can play along with Elmo and Cookie Monster.
“At La Panadería, we are proud to represent such a noble brand, with all its history of having a strong commitment with children around the world”, said Maca Rotter, president and CEO, La Panadería Licensing & Marketing.
“This campaign is only one of the many activities we have prepared to celebrate Sesame Workshop’s 50th anniversary in Mexico, and we know that many kids will be more than happy to see their favourite characters and the products they like the most.”