For more information, please visit About Just Play, LLC We’re present in more than 150 countries, serving vulnerable children through a wide range of media, formal education, and philanthropically funded social impact programs, each grounded in rigorous research and tailored to the needs and cultures of the communities we serve.
Today, Sesame Workshop is an innovative force for change, with a mission to help kids everywhere grow smarter, stronger, and kinder. Sesame Workshop is the nonprofit educational organization behind Sesame Street, the pioneering television show that has been reaching and teaching children since 1969. Just Play’s international reach is essential to supporting the growth of Sesame Street globally with its recently opened UK office serving as the hub to EMEA operations, and strategic partnerships in Latin America. We’re honored to bring the next generation of toys to market.” “ Sesame Street is a brand that connected with each of us in our childhood and continues to provide important educational, social and giggle-inducing content for families today. “It’s a privilege to become a central partner to one of the most beloved and respected franchises in the world,” said Sunny Lauridsen, SVP of Licensing and Brand Strategy, Just Play. Those deep connections drive everything we do at Sesame Workshop.” We’re also mission-aligned: we both create unique and powerful experiences for kids and families to play and learn with their favorite brands. This, coupled with its exceptional retailer and distribution network, and impressive mix of items across multiple categories, make them a natural partner. “Just Play creates fantastic, best-in-class products that delight the whole family.
“We’re thrilled to partner with Just Play and strengthen the Sesame Street brand globally,” said Ed Wells, EVP and Head of Global Media and Education, Sesame Workshop. These initiatives are fundamental to both organizations’ ongoing efforts to help families everywhere thrive. Just Play will contribute to Sesame Workshop’s social impact efforts by providing funding for vital initiatives that bring critical early learning and support across a broad variety of challenges to children around the world. Key preschool play patterns and categories including plush, figures, playsets, vehicles, role play/dress up, bath, and learning toys will define the new product portfolio. Starting in 2023, Just Play will take the helm and usher in a new era of dynamically engaging and educational products that will roll-out throughout the year and beyond. The company will also support Sesame Workshop’s mission to help kids grow smarter, stronger and kinder. Under this multi-year partnership, Just Play will manufacture and market an expansive array of products featuring beloved Sesame Street characters including Elmo, Cookie Monster, and Abby Cadabby. Sesame shifting its toy licensing to Just Play follows on the heels of Disney reassigning toy rights to its Disney Princess and Frozen franchises from Hasbro to Mattel in January.( New York, NY – March 3, 2022) – Sesame Workshop, the nonprofit educational organization behind the iconic Sesame Street, has named Just Play, a globally recognized leader in preschool toys, as its multi-territory master toy licensee for North America, Latin America, Europe, the Middle East, and Africa. Recent wins for the company have included successful marketing initiatives involving fan-remixed music for its Slinky line and a new CP range for Nat Geo Kids. Just Play has been expanding beyond its toy roots lately, setting up a new entertainment division headed up by former Pocket.watch chief revenue officer Stone Newman.
As part of the agreement, it also plans to donate money to support Sesame Workshop’s social impact efforts, which include content educating kids and families about financial empowerment, autism and coping with trauma. Just Play will focus on categories including preschool-skewing plush, figures, playsets, vehicles, roleplay, dresses and bath toys. Sesame Workshop brands generate around US$1.2 billion in licensed product sales each year, according to the nonprofit. Under a new multi-year deal, the Florida-based company will create and distribute new consumer products featuring Sesame characters including Elmo, Cookie Monster and Abby Cadabby. Just Play is replacing Hasbro as Sesame Workshop’s master toy licensing partner for North America, Latin America, Europe, the Middle East and Africa starting in 2023. There’s a new toyco heading to Sesame Street.
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