Sesame Workshop has appointed two new licensing agents in Europe. Bulldog Licensing will represent the nonprofit organization in the UK and Ireland, while J&M Brands will serve as Sesame Workshop’s licensing agent for Benelux.

The agencies will oversee the consumer products portfolio for Sesame Street in their respective territories, as well as build retail relationships and work with local licensees to create cross-promotional activations.

Bulldog Licensing and J&M Brands will also be responsible for managing collaboration partnerships in anticipation of the brand’s 50th anniversary in 2019.

Earlier this year, Sesame Workshop inked an exclusive Canadian broadcast and licensing agreement with Corus Entertainment’s Nelvana. The partnership will see Sesame Street and additional Sesame Studios content air exclusively on Corus Entertainment’s Treehouse preschool network and non-linear platforms. Nelvana will also represent Sesame’s licensing efforts in Canada.