Licensing News

Sesame Street Builds its DTC Licensing Partnerships

Sesame Street DTC Elmo Nugget

Sesame Workshop is building on its Sesame Street merchandise offerings via a series of partnerships with direct-to-consumer (DTC) brands.

Sesame Street‘s latest DTC collaborations span the categories of apparel, children’s furniture, kitchenware, skincare, and more.

“The pandemic has changed the way consumers shop, accelerating e-commerce growth to new heights,” said Gabriela Arenas, vice president of global licensing for Sesame Workshop. “With the DTC model taking center stage and shifting even more retail activity online, we’ve pivoted our licensing strategy to meet this new consumer demand. As we continue building long-term relationships with our fans, we’re thrilled to collaborate with these trend-setting lifestyle brands and take an innovative multi-generation approach to propel our characters forward.”

DTC companies that have signed on to develop new Sesame Street-branded products include

  • Nugget, manufacturer of “play couches,” will introduce an Elmo Nugget. It’s a mixed-fabric piece with a patterned microsuede cushion, a sturdy base in Elmo’s signature red color, and two triangle pillows each depicting Elmo’s eyes and nose.
  • Hedley & Bennett launched a collection of kitchen aprons featuring Cookie Monster, Big Bird, Elmo, and Bert and Ernie.
  • New York City-based fashion brand Staple unveiled new streetwear pairing its pigeon logo with Sesame Street character graphics. The pieces include adult shirts, hoodies, hats, outerwear, a rug, and plush.
  • Skincare brand Starface put a spin on products like its Hydro-Star pimple protectors and Lift Off Pore Strips, redesigning them to look like Elmo, Cookie Monster, Big Bird, and Oscar the Grouch.
  • Yune Yoga now offers versions of its Trekk travel mats featuring characters Elmo, Cookie Monster, Big Bird, Oscar the Grouch, and The Count.

Previously Sesame Street has teamed up with DTC manufacturers Hanna Andersson for a sleepwear capsule collection, Designs by Chad & Jake for personalized infant and toddler gifts, and Bombas for its sixth line of socks inspired by the show.