Principal: Maura Regan, VP and G.M. of global licensing, Sesame Workshop
Licensees include: Random House Inc., Procter & Gamble, Mattel (Fisher-Price), VEE Corp. (live touring shows), Children’s Apparel Network, Gund
The story: The first new kid on the Sesame Street block in a decade, the feisty fairy-in-training Abby Cadabby is set to pop onto shelves with the PBS show’s 37th season premiere in August, led by an initiatives with JCPenney and yet-to-be-revealed apparel and toy companies. Books and DVDs are important components, as is plush.
Abby brings fairy-tale friends and a fairy godmother in tow to Sesame Street, but they will not see retail action anytime soon.
If Ms. Cadabby’s toy line can generate even a fraction of the success enjoyed by Mattel’s Tickle Me Elmo, Sesame would be tickled pink.
Of course, as a nonprofit, the company’s $1.4 billion in annual retail sales worldwide must go back into children’s educational programs, so products enhance this mission.
POV: “We are an organization that likes to take time to develop a strategic partnership,” Regan says. “It’s not something we’re in and out of. We’re here to stay, to grow our business.”