By Gary Symons
TLL Editor in Chief
WildBrain CPLG is extending its partnership with Sesame Workshop to bring Sesame Street licensing to the Nordics, including Norway, Sweden, Finland, and Iceland.
The move builds on a successful collaboration in Iberia, where Big Bird and friends have already strutted their stuff across fashion, homewares, and accessories.
The timing couldn’t be better for Sesame Street, as the trailblazing educational show recently went through a period of upheaval when Warner Bros. Discovery’s decided not to renew its distribution deal. Brand owner Sesame Workshop was forced to cut staff as it searched for a new TV and/or streaming home for its flagship program.
Sesame Workshop Cutting Staff, Sesame Street’s Fate in Limbo
However, Elmo, Cookie Monster, and even Oscar the Grouch are all headed to Netflix later this year with the reimagined 56th season of Sesame Street. The new season promises fresh format changes and the return of beloved segments like Elmo’s World and Cookie Monster’s Foodie Truck, ensuring fans of all ages can count on more Sesame Street fun.
“We’re hugely excited to extend our representation to the Nordics,” said Pau Pascual, SVP at WildBrain CPLG. “With the new Sesame Street series coming to Netflix, our licensing programme will build on the excitement amongst fans and families across both regions.”
Sonja Thernes, Director of Consumer Products for Sesame Workshop Europe, noted the move to Netflix will bring new fans in new regions, bringing fresh opportunities for the brand. “With our expanded distribution footprint reaching more children and families than ever before, this is the perfect moment to align forces.”
In Iberia, WildBrain CPLG has helped launch fashion collections featuring Cookie Monster at ZARA, nightwear lines at Springfield and Women’s Secret, and homeware and accessories with Grupo Erik and Karactermania. The agency says fans can expect a similar wave of playful and colorful products to arrive in the Nordics soon.
Whether you’re two or twenty-two, Sesame Street’s message of joy, learning, and friendship continues to span generations, as well as new regions, so don’t be too surprised if your socks suddenly have googly eyes.