The home of great brands


Apr, 2023
Bulldog announces new Sesame Street deals as TV presence grows

Kids’ wellness and homeware products join new toy range at retail

Bulldog Licensing, the leading licensing agency which represents Sesame Street in the UK on behalf of non-profit organization Sesame Workshop, has announced new deals for the much-loved brand as Sesame continues to grow its presence on screen, on digital and at UK retail. Two of the newest launches – in the wellness and homeware categories – underline the diverse appeal of the brand. Supreme Imports, a leading name in the wellness market, has launched a Sesame Street range through its Sealions brand of kids’ multivitamins. Containing eight essential nutrients, these gummies are sugar-free and vegan-friendly, with a delicious natural raspberry flavour little ones will love. The Sealions range is now available on the company’s website.

Meanwhile GHS Studio, one of Europe’s leading designers, manufacturers and distributors of upholstered furniture, is planning a range of kids’ beanbag sofas and chairs, homeware and onesies all decorated with your favourite Sesame Street characters, which will be launching later this year. And of course, the first products from the new Sesame Street master toy partner Just Play are now flying off the shelves of major retail outlets, including Smyths and The Entertainer.One of these high-quality toys – designed to support children’s learning and development – recently starred in the window of Hamley’s Regent Street store in London: the delightful Potty Time Elmo, an interactive kids’ plush toy that helps little ones to learn healthy habits. Sesame Street fans visiting Hamley’s were treated to free character soft toys and cookies when Elmo dropped in to celebrate Random Acts of Kindness Day on Friday the 17th of February.

This strong retail and licensing performance comes at a time when Sesame Street programming is enjoying a hugely successful and growing presence on Tiny Pop, the UK’s number one commercial channel for pre-schoolers. There are now six shows featuring on the channel: Cookie Monster’s Foodie Truck, Elmo’s World, Super Grover 2.0, Cookie’s Crumby Pictures, Smart Cookies and Elmo and Tango’s Mysterious Mysteries, with four of these formats ranking as Tiny Pop’s top performing titles last year, helping to continue the stellar growth of the brand.

And Sesame Street’s digital content is also boosting brand awareness: its YouTube channel has an incredible 94 million annual views in the UK and Ireland, totalling over eight million hours watched, while the brand has over one million UK followers on social media. The incredible availability of Sesame Street content, which also now boasts Sesame Workshop’s Mecha Builders, airing on Milkshake, acts alongside the heavyweight marketing support of Just Play’s master toy programme and a rapidly growing licensed product offering at all major retailers, to make Sesame Street one of the UK’s must-have pre-school brands. Sesame Street is one of the best-known and best-loved children’s brands in the world, engaging fans of all ages while delivering on its mission to help kids everywhere grow smarter, stronger and kinder.

Bulldog Licensing Group MD Rob Corney says: “The strength of Sesame Street both at retail and on TV is a testament to its continuing relevance and enduring appeal across multiple generations. As more youngsters discover this wonderful brand, we expect to see an even stronger retail presence in the UK for Sesame Street in the coming years.”