Pitched as ‘the biggest, tickliest Elmo toy ever’, the Tickle Me Elmo Giggle Max boasts a bigger size with more ways to activate Elmo’s laughter.

“Tickle Me Elmo sparked joy and laughter in homes across the globe 30 years ago, becoming one of the most iconic toys of a generation,” said Sunny Lauridsen, Senior Vice President of Brand Strategy and Marketing at Just Play.

“We are amplifying the interaction, the size – and the laughs – with the new Tickle Me Elmo Giggle Max, a bigger and even more interactive friend that is sure to delight from the moment you find Elmo on shelf or online, through countless hours of play, bringing Elmo’s signature joy and contagious giggles to kids, parents, gift-givers, and families everywhere.”

Gabriela Arenas, Senior Vice President, Global Licensing at Sesame Workshop, added: “Elmo has always had a special and unique way of connecting with children through his warmth, curiosity, big heart, and signature giggle.

“Celebrating the 30th anniversary of Tickle Me Elmo is a joyful reminder of just how deeply loved he is and how that connection continues to resonate with new generations of families.”

The post Just Play celebrates 30th anniversary of Tickle Me Elmo with Tickle Me Elmo Giggle Max appeared first on Brands Untapped.

Soon after, we announced a newly expanded partnership with YouTube, making the platform home to the largest digital library of Sesame Street content. And just last month, we furthered our multi-platform strategy through a new partnership with Tubi, bringing a selection of nostalgic Sesame Street episodes from Seasons one to 38 to the free streaming service. Together, these milestones signal meaningful growth for our brand and reflect our commitment to meeting children and families wherever they are.

“Over the past few years, Sesame Workshop has become a leader in the kidult space.”

As our global footprint expands, our characters regularly venture beyond the familiar brownstone to engage with audiences on some of the world’s biggest stages. At the 2026 Milano‑Cortina Winter Olympics, Elmo, Cookie Monster and Grover connected with athletes, commentators, and creators including Tom Daley, Laila Edwards, Madison Chock and Evan Bates, Maxim Naumov, Johnny Weir and Tara Lipinski and Adam Rippon. The resulting content blended humour, heart, and authenticity, creating feel-good moments that resonated across cultures and generations.

@sesamestreet Ciao, Rocco! We are SO glad you made it to Milan just in time to meet up with our friends Madison Chock and Evan Bates! #WinterOlympics ♬ original sound – Sesame Street

You mention Sesame Street landing on Netflix. What has the reaction been like to that? Has it fuelled activity licensing-wise?
Sesame Street’s arrival on Netflix has been met with strong enthusiasm from both fans and licensees worldwide. Over the past year, we leaned into this excitement by co-producing playful crossover content for social media with other iconic Netflix properties, including parody videos such as Cookie Monster in Paris, “Forks Out”: A Benoit Blanc Sesame Street Mystery, and If Sesame Street Were Set in Hawkins. The Stranger Things crossover even inspired a co-branded product collection featuring nine unique apparel and accessory pieces, including exclusive designs of “Upside Down” versions of beloved Sesame Street characters.

Licensing-wise, our increased visibility and accessibility have led to more opportunities for international audiences to engage with our brand, with innovative collaborations around the world bringing Sesame Street into everyday life in new ways. In Japan, new Sesame Street Market stores are opening as immersive retail and café destinations, alongside a fresh collection from Gelato Pique. In China, an Elmo-inspired float by artist KAWS appeared in Hong Kong’s first ever Water Parade, while Sesame Street: Magical Art World continues touring across Asia – and most recently, we extended our partnership with LINE FRIENDS with a mall pop-up event in Chengdu featuring large-scale character installations, themed photo zones, exclusive merchandise and café food items.

In Latin America, Plaza Sésamo partnered with Volvo Cars Mexico on sustainability and road safety education. In the Middle East, a new live show launched in Dubai, followed by a regional licensing deal. Europe, too, is celebrating – from Bert and Ernie traffic lights in Germany to Sesamstraat’s 50th anniversary in the Netherlands. These exciting new international partnerships and activations reflect Sesame Street’s ongoing global growth.

A lot is made of how kids’ TV today has to work across multiple platforms today – including being ‘clippable’ for YouTube and TikTok. Has that evolving landscape changed how the brand ‘shows up’ content-wise?
It’s true that the media landscape has changed significantly, with short-form content emerging as a leading format. While we’re constantly evolving our social media strategy to stay at the forefront of popular culture, our core approach hasn’t changed. As a mission-driven nonprofit, we create content designed to help children grow smarter, stronger, and kinder. We focus on meeting the most pressing needs of children and families – from building school readiness to encouraging playful problem-solving, supporting emotional well-being, and promoting positive self-identity.

“It’s shaping up to be a big year for fan favourites Elmo and Grover.”

A key part of our strategy is working with like-minded partners whose values align with ours, pursuing collaborations that feel authentic and purposeful. A great example is our collab with Care Bears, where two beloved childhood brands came together for the first time ever to celebrate friendship, joy, and heart. Both Sesame Street and Care Bears have a rich emotional legacy, making the campaign feel like a natural fit. We worked with brands like PUMA, Posh Peanut, and Cotton On BODY to bring the collaboration to life in ways that felt special and collectible. Recognizing that a strong social campaign is an essential part of any successful product launch, we also extended the collaboration with playful, social-first content.

Another example is our recent collaboration with popular children’s content creator Ms. Rachel. This iconic crossover highlighted a major strength of both brands: teaching important life lessons for littles through engaging, music-driven content. It began with four co-produced videos featuring Ms. Rachel and our beloved characters, later expanding into a co-branded product line – including toys from Melissa & Doug and Spin Master available exclusively at Walmart, a Random House Books for Young Readers board book, and a playful clothing collection from Bentex Group and H.I.S. International for infants and toddlers – all designed to encourage play, learning, and joy.

By blending engaging digital content with thoughtfully designed products, we create experiences that delight children, support learning, and extend the reach of our mission across every platform.

Before we wrap up, which categories do you see the brand growing in as we move into the rest of 2026 and beyond? Where do you see untapped potential?
Over the past few years, Sesame Workshop has become a leader in the kidult space, and we expect that momentum to continue through 2026 and beyond. With nearly six decades of history, we know our audience is multigenerational, which is why we focus on products, content and experiences that resonate with both the young and the young-at-heart. From our newly re-imagined format for the Sesame Street series, to toys and books, to collectibles and lifestyle items, we’re always exploring fresh new ways for kids and adults alike to build – or deepen – a lifelong connection to our brand.

Looking ahead, we’ll continue partnering with innovative pop culture creators to grow our kidult offerings – especially with some extra special, heartwarmingly nostalgic anniversaries on the horizon. We can’t share all the details just yet, but let’s just say it’s shaping up to be a big year for fan favourites Elmo and Grover. We’re excited to keep surprising and delighting fans with experiences that spark joy, curiosity, and a little Sesame Street magic at any age.

Nicely teased! Thanks again Gabriela.

The post “It’s been an incredible year”: Sesame Workshop’s Gabriela Arenas talks kidults, collabs and what’s next appeared first on Brands Untapped.

Launching on November 28th, the drop features duos like Elmo and Cheer Bear, Cookie Monster and Share Bear, and Oscar the Grouch and Grumpy Bear. Designed in women’s and children’s sizes, items include hoodies, sweatpants and a cropped baby tee.

Elsewhere, the footwear line includes the Basket “Grumpy Grouchy” sneakers and Arizona “Elmo Cheer” sneakers.

“This collection really captures what makes creative collaboration so special,” said Robert Prinzo, Head of Global Licensing at Cloudco Entertainment.

“It’s exciting to see a modern brand like PUMA bring new energy and style to classics people already love. Together, we’re taking the heart of Care Bears and Sesame Street and reimagining it through PUMA’s lens.”

Gabriela Arenas, SVP of Global Licensing at Sesame Workshop, added: “Care Bears and Sesame Street have always inspired connection and kindness. This collection brings that same spirit to life, giving families a fun, meaningful way to express themselves and share a little extra love and color with the world.”

The post PUMA readies Care Bears x Sesame Street apparel and footwear appeared first on Brands Untapped.

Featured partners include Posh Peanut for apparel, PUMA for footwear, Franco Manufacturing with throw blankets and Cotton On BODY for sleepwear. Elsewhere, Typo has homewares and gifting, Sonix is launching tech accessories and Cakeworthy has a range of apparel and accessories.

Completing the roster is Isaac Morris for apparel, MJC Loungewear for lounge collections, Silver Buffalo designing home goods, TeeTurtle with plush collectibles, Centric with sleepwear, Blank Tag for collectible character stickers; Monogram for novelty accessories and Loungefly with premium bags and accessories.

“There’s something timeless about positivity and coming together, which is why this collaboration feels especially meaningful right now,” said Robbie Prinzo, Head of Global Licensing at Cloudco Entertainment.

“Both Care Bears and Sesame Street have always brought comfort to people, and this partnership is about the belief that the world is better when we care for one another.”

Gabriela Arenas, SVP of Global Licensing at Sesame Workshop, added: “Sesame Street has brought laughter, learning, and endless joy to the whole family for generations.

“This collaboration with the Care Bears is a natural fit, bringing together everyone’s favorite childhood friends to celebrate the lifelong magic of friendship, kindness, and fun.”

The post Care Bears and Sesame Street unite for co-branded ranges across apparel, home, stationery and more appeared first on Brands Untapped.

The Singing Machine Company plans to create and market sing-along and youth karaoke products featuring beloved Sesame Street characters. These include Elmo, Cookie Monster, Big Bird and Abby Cadabby for North America, Australia, the United Kingdom. The company aims to launch the new products in autumn 2023.

“Sesame Street has infused music together with its loveable characters to boldly shape the minds and lives of young learners,” said Gary Atkinson, CEO of Singing Machine. He added, “We can’t wait to bring their incredible mission to life with character-themed Singing Machine karaoke products for fans around the world.”

Gabriela Arenas, SVP of Global Products Licensing, Sesame Workshop, added: “Music has always been a part of Sesame Street’s DNA, supporting our curricular goals and helping kids express themselves… Whether singing, dancing, or both! Kids and families will have a wonderful time-sharing musical memory with all their Sesame Street friends.”

The post Singing Machine to launch Sesame Street sing-along toys appeared first on Brands Untapped.