Hasbro, Sesame Workshop Secure 10-Year Partnership

A 10-year global strategic agreement has granted Hasbro the rights to manufacture and market an extensive variety of toys and co-branded games inspired by Sesame Workshop’s “Sesame Street.”

“We are very pleased to form a global strategic alliance with Sesame Workshop,” says Brian Goldner, Hasbro’s president and chief executive officer. “Sesame Workshop has an amazing portfolio of characters that children have enjoyed in a variety of forms for decades and Sesame Street is a brand that parents trust. Hasbro fully embraces Sesame Workshop’s philosophy and mission, and we see this new alliance as an ideal strategic fit.”

The initial line of Sesame Street toys, under Hasbro’s Playskool brand, will hit retail in 2011. The range will feature characters such as Elmo, Big Bird, Abby Cadabby and Cookie Monster.

“At the heart of Hasbro’s business is making fantastic games, toys, lifestyle and entertainment products that are enjoyed by people of all ages worldwide,” says Gary E. Knell, Sesame Workshop’s president and chief executive officer. “We are thrilled to work with the leading provider of play to provide families with an extended and engaging Sesame Street experience.”

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