Sesame Workshop spies growth in adult market as Elmo, Cookie and Oscar ready for 50th anniversary

In the run up to its 50 anniversary next year, Sesame Street brand owners, Sesame Workshop has detailed a focused licensing push on location-based entertainment and the adult fan business.

The firm has already tapped a number of leading partners in adult apparel, including the likes of Puma, Zara, H&M and Uniqlo as part of its drive to engage an older market, pulling on the nostalgia strings.

While the series continues to reach more than 190 million kids in over 160 countries through traditional broadcasting and digital distribution, Sesame Workshop’s Risa Greenbaum has told that the company’s priority is to “create innovative touchpoints with multigenerational appeal.”

“Whether through content, products or experiential activities, our goal is to deepen our connections with families by creating unique and powerful ways for fans to delight in Sesame Street,” she said.

In a recent move from Sesame Workshop, Bulldog Licensing and J&M Brands have been called upon to bolster the Sesame Street offering in the UK and Ireland, as well as the Benelux regions.

While Bulldog is already working with toy partner Sambro to build a ‘strong in-store base,’ around the strength of the evergreen Sesame Street brand, a large portion of its focus will be on ‘building on the adult space with additional offerings across gifting, accessories and social stationery lines.’

“The Sesame Street brand is extremely strong in the UK, you only have to look at the huge sales on adult soft lines to know that the adult market here has a huge appetite right across the retail spectrum, from high street and fast fashion, to grocers and buzzworthy collaborations,” Rob Corney, MD at Bulldog Licensing told

“Adults recognise the strength of the key characters and love Elmo, Cooki, Oscar, et al, while pre-schoolers love the entertainment and parents trust the brand to educate and enthral their kids.”

Sesame Street boasts a vast UK audience with 25 million UK views on YouTube and more than 17 million Facebook followers.

“Sesame Street has had a long and wonderful history in Europe. Our co-productions in Germany and the Netherlands started soon after our debut in the US,” added Greenbaum.

“As we gear up for our milestone 50 anniversary in 2019, we anticipate growth in all segments of licensing, but perhaps most acutely in location-based entertainment and adult-fan business.

“We have already partnered with some truly innovative creators in the fashion and lifestyle space and we will be announcing more fun and surprising collaborations in the next few months.”

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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