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.”
Sesame Street returned to the UK on Turner preschool network Cartoonito in November. The new season is airing in half-hour topic-based episodes focused on preschool themes like bedtime.