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Sesame Workshop enters 10-year deal with Hasbro

It looks like Hasbro has found its way to Sesame Street, as nonprofit Sesame Workshop has granted the Pawtucket, Rhode Island-based toyco the rights to the iconic children's brand.
December 7, 2009

It looks like Hasbro has found its way to Sesame Street, as nonprofit Sesame Workshop has granted the Pawtucket, Rhode Island-based toyco the rights to the iconic children’s brand.

The two companies have entered a 10-year global deal that will see Hasbro manufacturing and marketing a range of toys and co-branded games under its Playskool brand. Product from the new alliance will hit retail shelves beginning in 2011.

Mattel’s Fisher-Price is currently Sesame’s chief toy licensee.

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