Licensing agency Bulldog Licensing, which represents Sesame Street in the UK on behalf of the global impact non-profit Sesame Workshop, has confirmed two new deals for Sesame Street as the brand continues to grow its presence on screen, on digital platforms, and at UK retail.

Heathside Trading and OddBalls are the latest partners to join the fast-growing Sesame Street licensing campaign. Heathside Trading specialises in branded toys and games, collectibles, drinkware and gifts. It will be producing a wide range of Sesame Street gifts and novelties aimed at children and parents, including mini figures, 2D keychains, 3D bag clips, drinking bottles, bobblehead figures and die-cast figures.

OddBalls, a major name in underwear design, sportswear, clothing and accessories, will be producing Sesame Street underwear and pyjamas for both children and adults. Both of the new lines will employ designs inspired by Sesame Street’s colourful characters, along with the brand’s positive messages about laughter and learning engaging fans of all ages while delivering on its mission to help children grow smarter, stronger and kinder.

Sesame Street is a key focus for Bulldog in the UK.

Working on behalf of Sesame Workshop, the agency has announced numerous deals for Sesame Street as it continues to grow its presence in UK retail. The two latest deals join Just Play’s master toy programme and a rapidly growing preschool-licensed product range at all major retailers. Sesame Street also has a strong nostalgia appeal, inspiring successful ranges of apparel, badges, embroidered patches and more.

This strong retail and licensing performance comes at a time when Sesame Street programming is enjoying a successful and growing broadcast and digital reach on Amazon Kids+, Tiny Pop, iChannel 5’s Milkshake! pre-school programming block, and a YouTube channel attracting 94 million annual views in the UK and Ireland, as well as a strong social media presence.

Commenting is Bulldog MD, Rob Corney. “So many licensees respect and admire the Sesame Street brand – most of them grew up with it and it’s now a hit with their kids. It’s no surprise that it has attracted such leaders in their fields as Heathside Trading and OddBalls, both of which have excelled themselves in bringing this loved and admired property to appealing ranges of gifts and apparel.”