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Sesame gets a taste of high-end retail with Fabric flavours

It looks like Elmo and the gang are relocating to the high street. Sesame Workshop's UK agency Copyright Promotions Licensing Group has brokered a deal with London-based specialty children's apparel company Fabric flavours that will see t-shirts and sweaters priced at US$40 and up rolling out at high-end department store Selfridges on February 23.
February 22, 2008

It looks like Elmo and the gang are relocating to the high street. Sesame Workshop’s UK agency Copyright Promotions Licensing Group has brokered a deal with London-based specialty children’s apparel company Fabric flavours that will see t-shirts and sweaters priced at US$40 and up rolling out at high-end department store Selfridges on February 23.

The Selfridges launch coincides with the country’s half-term holiday, and affluent tots and their parents can expect character appearances and gift-with-purchase offers at the retailer’s outlets. After the initial release, Fabric flavours plans to place the product – priced at US$40 and up – in roughly 60 boutique-style stores and then at http://amazon.co.uk/‘ >Amazon.co.uk.

Sesame merch has been laying low in the UK in recent years, but with Play With Me Sesame currently airing on Playhouse Disney and The Adventures of Bert and Ernie slated for broadcast later this year, the time seems right to up the property’s retail profile. And the intro of a high-end line can often generate a lot of buzz.

For his part, Fabric flavours MD Ezekiel Sweiry, says he saw a void in the marketplace for boutique-quality licensed apparel for kids two to six. And for the past two years, the company has been specializing in creating high-end fashions for children. Sweiry’s MO is to keep SKU runs to between 300 and 400 pieces to drive collectibility that supports higher price-points and helps boutique retailers maintain their cachet.

So far, it’s working out. Past lines, including ones based on literary characters Miffy, Maisy and Dennis the Menace sold out, says Sweiry.

For Sesame, Fabric flavours created eight SKUs featuring Elmo, Cookie Monster, Bert, Ernie, The Count, Big Bird and Oscar that employ high-quality materials such as slub (a heavy cotton weave) and original embroidered designs. For example, a bright red Elmo hooded fleece (SRP US$60) features just the little red guy’s smiling face and front pockets that also double as his mouth. And as an added touch of luxury, the fleece pieces are lined with printed fabric.

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