Sesame launches a new character

Elmo is getting a puppy, inspiring new licensed products and an animated special that will premiere on HBO Max in August.
July 6, 2021

Sesame Workshop is expanding its flagship Sesame Street brand with a new animated special called Furry Friends Forever: Elmo Gets a Puppy, which will be accompanied by new books and consumer products.

In the 30-minute special produced in partnership with A Productions (The Numtums), Elmo meets stray puppy Tango, learns how to take care of her, and goes on an adventure to find her a forever home. It will premiere August 5 on HBO Max, and then on PBS KIDS in 2022.

Sesame has already inked 15 licensing deals for the new puppy character. Partners include: Studio Fun (picture books), PI Kids (picture books), General Mills (branded cereal boxes), GUND (plush, pictured), ASO (bandages), Random House Children’s Books (books), Lerner Publishing Group (books), Bendon (books), Earth’s Best (snacks), CPS (apparel and pillowcases), Trevco (t-shirts), Children’s Apparel Network (apparel), NoJo (preschool bedding), SG Companies (footwear) and Zazzle (customized toys and accessories). These phase-one products are starting to roll out in North America now.

Sesame Workshop brands generate around US$1.4 billion a year in licensed product sales, and the company has been expanding its consumer products and content business in recent months. Last week, it tapped Sony Creative Products to handle Sesame Street CP and retail efforts in Japan. And on the content front, it recently rolled out its first documentary series and teamed up with The Wiggles to make new music videos.

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