There’s a new toyco heading to Sesame Street. Just Play is replacing Hasbro as Sesame Workshop’s master toy licensing partner for North America, Latin America, Europe, the Middle East and Africa starting in 2023.

Under a new multi-year deal, the Florida-based company will create and distribute new consumer products featuring Sesame characters including Elmo, Cookie Monster and Abby Cadabby.

Sesame Workshop brands generate around US$1.2 billion in licensed product sales each year, according to the nonprofit.

Just Play will focus on categories including preschool-skewing plush, figures, playsets, vehicles, roleplay, dresses and bath toys. As part of the agreement, it also plans to donate money to support Sesame Workshop’s social impact efforts, which include content educating kids and families about financial empowerment, autism and coping with trauma.

Just Play has been expanding beyond its toy roots lately, setting up a new entertainment division headed up by former Pocket.watch chief revenue officer Stone Newman. Recent wins for the company have included successful marketing initiatives involving fan-remixed music for its Slinky line and a new CP range for Nat Geo Kids.

Sesame shifting its toy licensing to Just Play follows on the heels of Disney reassigning toy rights to its Disney Princess and Frozen franchises from Hasbro to Mattel in January.