Sesame Workshop, the non-profit organisation behind Sesame Street, has named Headstart International as its new regional toy licensee for Australia and New Zealand.

The nonprofit media and educational organisation works behind the pioneering television show that has been reaching and teaching children since 1969.

Headstart International is a privately owned toy company and according to research firm NPD’s data, the 4th largest toy company in the Australian market and the largest Australian owned company.

The private company will focus on creating a range of Sesame Street plush toys across price points, aimed at building a stronger presence with major retailers in the two countries.

“We’re proud of our long history in forging partnerships that meet regional needs,” said Gisela Abrams, vice president, international media business, Sesame Workshop.

“Headstart’s expertise in retail execution, product development, and marketing is unparalleled, and we’re excited that their efforts will help us extend the Sesame Street experience to children and their families throughout Australia.”

Andrew Hendy, director, Headstart International, said the company’s mission is to build the finest brands in toys.

“We know Sesame Street is a brand like no other. With its lovable cast of characters and their diverse personalities, we’re taking a fun, fresh, and creative approach to the product offering,” he said.

Haven, Sesame Workshop’s licensing representative in the territories which helped broker the deal, will continue to implement Sesame Street’s overall brand strategy and licensing programs in the market.

Access exclusive analysis, locked news and reports with Inside Retail Weekly. Subscribe today and get our premium print publication delivered to your door every week.