Sesame Workshop secures new toy partner in Sambro

Sambro International has been named the plush toy, bags and arts and crafts partner for the iconic pre-school property, Sesame Street.

The firm will deliver the range of Sesame Workshop licensed items across the UK, Benelux, Iberia, the Nordic countries and CEE.

Sambro will focus on creating a variety of branded products to build a strong presence with major retailers working closely with Sesame’s UK licensing agency CPLG’s local network of offices.

“We are pleased to be working with Sambro to offer children and their families a new collection of Sesame Street products that will help spark imaginative play, creativity and learning,” said Risa Greenbaum, assistant vice president, international licensing, Sesame Workshop.

Nikki Samuels, licensing director at Sambro, added: “Sesame Street is a worldwide icon and loved by so many.

“The TV show is as popular as ever, with a new generation of new fans who love the characters as much as their parents did. We are absolutely delighted to partner with Sesame Street – it is an honour to be able to develop these characters into what we feel will be a classic plush collection.”

In addition to a plush range, Sambro will develop a line of Sesame Street hand puppets.

“We are very happy to have secured Sambro as a strategic partner for the Sesame Street brand,” said Maarten Weck, managing director Northern Europe at CPLG.

“Sambro has been a valuable partner for us in the region. Its enthusiasm, innovation and drive makes them a perfect fit and addition to the licensing programme.

“We are looking forward to supporting them and increasing Sesame Street’s presence at retail.”

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