Sesame Workshop has appointed new licensing representatives in China, Mexico and Brazil.

In China, IMG will oversee key categories including accessories, food and beverages, homeware, skincare and beauty, and book publishing.  IMG already reps Sesame Street in Japan and South Korea.

Sesame Workshop opened its first China office three years ago, and has since been steadily building Sesame Street brand awareness through syndicated US programming and Chinese New Year Special co-productions with CCTV Children’s Channel.  Sesame Street content also reaches more than 100 million viewers on Chinese online video platforms like iQIYI, Tencent Video and Alibaba’s Tmall Box.

Televisa Consumer Products will now oversee Sésamo brand licensing efforts in Mexico.  The appointment is timed with the Elmo-hosted TV series returning to Televisa’s channel 5 this month with 52 new half-hour episodes.

And with a newly revamped Sésamo show—formerly known as Vila Sesamo—airing in Brazil at the end of the year, Kasmanas Licensing will be handling licensing activities in the region.

The new partnerships come as Sesame Workshop begins to lay the foundation for its 50^th anniversary, which will take place in 2019.