Sesame Workshop has appointed CAA-GBG Global Brand Management Group as its new licensing agent for Sesame Street in South Korea and Southeast Asia.
Under the agreement, CAA-GBG will work to extend the Sesame Street brand licensing program into new categories, including educational and children’s licensed product opportunities.
CAA-CBG is a joint venture between Global Brands Group Holding Limited (Global Brands) and Creative Artists Agency (CAA), making it one of the world’s top brand extension companies. It combines the resources and licensing expertise of leading entertainment and sports agency CAA, with Global Brands’ international Brand Management Group. The group has 20 offices in 16 countries.
“Sesame Workshop’s mission is to help kids grow smarter, stronger, and kinder,” said Whit Higgins, Senior Vice President of International Media and Education and Distribution, Sesame Workshop. “We are thrilled to team up with CAA-GBG to create unique and powerful ways for fans to engage with the brand in South Korea and Southeast Asia and to further our mission.”
Sesame Workshop has been furthering its mission for months now, as the owner of the Sesame Street brand has named new representation in Japan, China, and the German speaking region of GAS—Germany, Austria, Switzerland. (For more information on regional licensing for Sesame Workshop, click the links below the main story.)
The brand has been winning young hearts and minds in North America for over a half century, and it continues to grow in popularity globally. Today the program is seen in over 150 countries around the world and generates $1.4 billion in retail sales of licensed products in the U.S. and internationally.
“Sesame Street continues to be one of the most beloved character brands in the world,” said Elaine Chiu, Executive Vice President-Asia at CAA-GBG. “We are very pleased to be working with this iconic property and are looking forward to leveraging our expertise and resources to grow the business in exciting new ways in South Korea and Southeast Asia.”
Sesame Street has a long heritage in South Korea, having first been introduced to viewers there in the early 1980s. Sesame Street content now enjoys wide distribution in South Korea, including linear distribution on free-to-air broadcaster EBS and on Pay-TV through CJE&M, as well as non-linear distribution on LG TV+ and Coupang Play.
In Southeast Asia, Sesame Street content is available across the region on HBO Asia and in Singapore through a long-term partnership with public broadcaster Mediacorp. Sesame Street content is also distributed via TVRI and Horee in Indonesia, and VTV7 in Vietnam.