Sesame names The Licensing Shop new Canadian agent

The Toronto-based agency will begin managing Sesame Workshop's licensing business in Canada in January.

The non-profit Sesame Street organization has tapped The Licensing Shop, of Toronto, to represent its brand in Canada, where the flagship series reaches 70% of households via PBS and Treehouse TV.

The agreement becomes effective in January, and Sesame Workshop’s licensing categories in Canada include toys, games, apparel, publishing, home video/DVD, arts/crafts, souvenirs, youth furniture, party goods, gifts, bath décor & accessories, stationery and healthy foods.

‘Canada has been an incredible marketplace for Sesame products ever since the first season of Sesame Street aired in 1969,’ says NYC-based Hunter Heller, Sesame Workshop’s assistant VP, international licensing. ‘The team behind The Licensing Shop demonstrates an impressive history of representing children’s entertainment licensing rights. Their expertise, coupled with in-depth knowledge of the Canadian licensing and retail landscape, will continue to help build and strengthen the Sesame brand.

Adds Licensing Shop president Steve Fowler: ‘We are thrilled to be working with Sesame Workshop as its licensing representative for Canada. We look forward to seeking new opportunities to continue building one of the strongest children’s brands in the market.’ His company’s client roster also includes McDonald’s, CBS and Pokemon.

A version of this story first appeared in KidScreen Daily.