Sesame Street Shines Brighter Than Ever in Australia
Sesame Street is buzzing with excitement in Australia, making now the ideal time to explore opportunities with us. In this special feature, we explore how our beloved brand continues to captivate kids and adult fans, blending iconic appeal with fresh, innovative concepts.
Creatively, our team is updating the show’s format for modern audiences while preserving its rich legacy. Sesame’s Executive Producer shares how our talented writers balance these elements, ensuring we continue to connect meaningfully with children and families.
On the licensing front, Sesame is alive with dynamic collaborations across toys, apparel, publishing, and food. Highlights include a nostalgic look at Tickle Me Elmo — a global phenomenon that remains a favourite nearly 30 years later — and updates on “Elmo’s Circus Dream,” our touring live show.
We’re proud to expand our groundbreaking Learn & Play centres, bringing Sesame Street magic into communities in a fun and engaging way. Additionally, our new partnership with Australian based artist David Bromley showcases the creative possibilities our brand offers.
At Sesame Workshop, we love working with our Australian partners who help us deliver unforgettable products and experiences. Whether it’s through retail innovations, licensing opportunities, or public-facing campaigns, Sesame Street continues to demonstrate its cultural and commercial impact.
We hope you enjoy this special feature and get inspired by everything Sesame Street has been up to — and everything that lies ahead! And you’re invited to join us in creating the next chapter of this iconic brand’s history in Australia. Together, we can inspire and delight generations to come.
Will DePippo Senior Director, Asia Pacific Sesame Workshop
A chat with Sal Perez, Executive Producer, Sesame Street
Why is every new season of Sesame Street called an “experimental” one?
Sesame Street has remained a leader because of our commitment to always being a radical experiment. No two seasons are the same. Before each new one, we ask ourselves how we can meet children where they are today and how we can centre their evolving needs and experience of the world.
For the next season, we have an opportunity to not only educate and surprise children but to focus on their unique point of view. Our goal? For kids to feel like they’re being taken by the hand and pulled into the day’s story, which couldn’t happen without them. We’re going to give viewers more comedy, more playability, and a better understanding of what they can expect when they watch an episode of their favourite show, Sesame Street.
What can we expect to see in season 56, which comes to Australia in 2026?
The format will be changing, with an 11-minute adventure story, a 5-minute animated episode of the all new “Tales from 123,” and a second 11-minute adventure. This longer format gives us the real estate to tell stories with even more character-driven humor and heart. Stories will centre around Elmo, Abby, Cookie Monster and Grover to allow opportunities for deeper character development. But don’t worry, the other beloved Sesame Street friends will all be featured. The new episodes will be emotionally immersive and visually engaging—putting viewers at the heart of the story.
Tell me more about “Tales from 123.”
We’re so excited about this new animation which invites the audience inside the iconic stoop’s doors of 123 Sesame Street. The series focuses on what happens when monsters, fairies, people, animals, shapes and talking food call the same roof home!
We’re also seeing a lot of fun collabs with other children’s brands on your YouTube channel. How did those come about?
We’re always looking to deliver fun, unexpected collaborations to our fans on YouTube and on our social media channels. There’s no one formula, but we’ve been fortunate to partner with some of the most beloved preschool content creators. Our characters have had the best playdates with Ms. Rachel, Blippi, Meekah, The Wiggles, HiHo Kids, and Baby Shark, to name a few.
Can fans expect more collabs?
For the young at heart
Sesame Street introduced new kidult product collaborations with Funko, Super7, NECA, and more.
SPOTLIGHT ON TOYS
Tickle Me Elmo: The Toy That Had All of Australia Giggling in the Aisles!
Do you recall when you first heard about the Tickle Me Elmo toy- the must-have toy for the 1996 holiday shopping season? Just like we all remember where we were when Cathy Freeman won gold at the 2000 Sydney Olympics, Tickle Me Elmo is a cultural 90s icon. Parents queued outside stores before they even opened, replicating the hysteria that followed the launch of the toy in the US.
Set to celebrate its 30th Anniversary next year, the Tickle Me Elmo toy continues to delight at Australian retail- in addition to other cuddly Sesame Street plush and other toys- thanks to valued partner Headstart.
As a kid, I remember the Tickle Me Elmo frenzy – everyone wanted one! And now, 30 years later, not only do I get to be part of the Tickle Me Elmo magic by working closely on this adorable and engaging product, but I can also buy one for my son!
- Pippa Skinner, Headstart Toys
Sesame Street Expands Its Footprint with Educational Play Centres
Designed with the vision of “playful learning,” Sesame Street Learn & Play EPCs are inspiring a new era of family entertainment by combining engaging, curriculum-driven play experiences with the fun and familiarity of the Sesame Street universe. The concept first debuted in South Korea in 2022, where it received enthusiastic feedback for its immersive play areas and innovative approach to education. Building on that success, Sesame Street launched its first U.S.-based EPC at the American Dream Mall in New Jersey in November 2024, one of the US’s largest retail and entertainment complexes.
A Place Where Learning Meets Play
What sets Sesame Street Learn & Play apart from traditional Family Entertainment Centres (FECs) is its commitment to combining fun with purposeful learning. From fun interactives to themed play zones featuring iconic characters, the EPCs are carefully designed to stimulate young imaginations and spark curiosity in literacy, maths, and social emotional skills. Children explore the rainforest as they step into Elmo’s World, role-play a shopping experience in Hooper’s Store, discover nature at Abby Cadabby’s magical garden,
laugh with Bert and Ernie, and more. Parents and caregivers don’t just sit on the sidelines; they’re encouraged to actively participate in their child’s play, creating special shared moments while reinforcing educational themes.
“Sesame Street Learn & Play is about creating spaces where children and their families can experience the magic of Sesame Street in a tangible, hands-on way,” said Jen Ahearn, SVP of global themed Enterntainment.
Opportunities for Investors and Partners
The growth of Sesame Street EPCs presents exciting opportunities for investors, retailers, and businesses in the licensing industry.
For mall operators and venue owners, these centres serve as high-traffic anchor attractions, driving footfall and boosting customer dwell time, while the model combines educational impact with business scalability. Few brands enjoy the universal trust and goodwill of Sesame Street— a factor that gives these centres a distinct edge in the competitive family entertainment space. Expansion plans are already in motion, with new locations slated to open in North America.
Looking Ahead
For more information about partnership inquiries or location updates, reach out to Sesame Workshop at partnerships@sesame.org.
APPAREL & HOMEWARES
TYPO
A range of fun and quirky products to add cheer to your desk or tabletop.
Oodie
Australian Licensing Highlights in Apparel and HomewaresFor families, for fans, for fun!
Australia Post – La La Land
Australia Post launched a gifting collection in August, featuring bespoke vintage artwork with an Aussie twist.
Oodie launched their first Sesame Street collection in August - Oscar the Grouch Sleep Tee was the number 1 seller overall.
Mitch Dowd servicing mass partners Big W, Target, and Kmart.
Our approach: Create products that feel authentic. Leverage each brand’s own strengths while maintaining core values. Reach new audiences and deepen our connection with long-term fans, while finding opportunities to surprise and delight young audiences in unexpected ways.
More than Just a Show
Educational content products are at the heart of the Sesame Street brand. In addition to book titles with valued partners like Scholastic Australia, we’re exploring new ways for children to engage with our content through interactive audio players, projection, and more- continuing our mission to help children everywhere grow smarter, stronger and kinder.
Publishing Highlights
Beloved title ‘Monster at the End of this Book’ has become the best-selling book in Sesame Street’s history with over fifteen million copies sold globally. And next year it’s celebrating its 55th anniversary!
We have holiday titles in-market such as “The Great Easter Race”, books to help ease big feelings such as “What if? Answers to Calm First Day of School Jitters”, heartfelt titles to foster connection
like “Love to Watch You Grow”, and learning mainstays like “The Messy Alphabet Book!”. With a library spanning 1500 titles, across a variety of price points and formats, there’s something for everyone!
Innovative Content Products
Recently released in Australia, the Sesame Street-themed Tonies provide a new listening experience for kids to learn about music, mindfulness, friendship and more. Children simply place their Elmo or Cookie Monster Tonie figurine on top of their Toniebox to unlock stories, games and songs they love, featuring the voices of Elmo, Cookie Monster and Abby Cadabby.
We’ve also released story bundles featuring original emotional well-being content, music collections, lullabies and nursery rhymes with YOTO, a kid-friendly audio player that seeks to promote imagination and independence. We’re also working with Little Tykes to release content with their Story Dream Machine, an innovative toy that transforms bedtime and playtime into an immersive storytelling experience. Watch out as we expand this exciting world of screen-free entertainment.
DAVID BROMLEY: On Imagination, Inspiration, and Lifelong fandom
Acclaimed Australian artist David Bromley invites us to take a stroll down his vision of Sesame Street as an incredible new exhibition will travel throughout Australia, starting in Melbourne’s Windsor. Showcasing over 50 original paintings with interactive components for big and little kids, the exhibition will also include an exclusive gift store with merchandise, original artworks and prints.
David, tell us about the inspiration behind the upcoming Bromley x Sesame Street exhibition?
I’ve spent the best part of 40 years driven by curiosity and being inspired by nostalgic environments, the innocence of children’s play and the unbounded sense of imagination. I’m a great admirer of other creative energies in different industries, so the collaboration with Sesame Street is not only important to me, but incredibly inspiring.
I’m so thrilled with the new imagery I’ve been working on that combines my style with the iconic Sesame Street characters. They’re some of the most exciting works of my career and I can’t wait to share them with the world!
What initially attracted you to working with Sesame Street?
My childhood attracted me to Sesame Street. I’ve always loved and been adventurous with
colour and when I close my eyes and visualise Sesame Street, I see a rainbow of colours, movement and shapes. To me, Sesame Street is what a childhood should look like; imaginative characters, colours, community, learning through fun, games, play and the celebration of individuality.
What are some of your favourite Sesame Street memories?
I love that Sesame Street is all about the many characters, faces, people and personalities that form a neighbourhood. I feel so at home to see such a diverse mix of individuals and how they get along and interact with one another.
Which Sesame Street character do you most identify with?
Cookie Monster! He is easy to please… give him cookies and he’s happy. I’m a bit like that with food! I do love the scale of Big Bird and Mr. Snuffleupagus too.
Here’s another
way to get to Sesame Street… the supermarket!
Last year Sesame Street joined forces with Australian-grown produce company Perfection Fresh on a new line featuring fun and playful packaging: baby cucumbers with Cookie Monster, petite tomatoes with Elmo, berries with Abby, and little gem bananas with Big Bird. Products hit over 800 independent grocers!
In the US, we’re celebrating the 20th year of our Earth’s Best partnership, which offers consumers a full range of toddler packaged foods- featuring crunchy crackers, kids snack bars and yummy fruit-filled yoghurt smoothies.
In fact, our Strawberry Sunny Days Cereal Bar is the #1 organic toddler snack in the US market! They make a great complement to Sesame Street Apple & Eve juice - the US’s #1 organic juice box. We’ve also released new yoghurt products with Danone in Europe, and Yoplait in Mexico.
From shelf-stable packaged foods, fresh produce and refrigerated lunchbox staples, to fan-targeted promotions, there are many ways to license food with Sesame Street.
ELMO’S CIRCUS DREAM TAKES AUSTRALIA BY STORM
Elmo’s Circus Dream, presented by Showtime Attractions, is set to delight Australian families once again! This one-of-a-kind production combines the thrill of a big-top circus with the magic of Sesame Street. Families can experience world-class acrobats, magic acts, and singing and dancing from fan-favourite characters – making it an unforgettable event for audiences of all ages.
Big News for 2025!
Sesame Street fans across Australia have something exciting to look forward to — Elmo’s Circus Dream is expanding its tour to reach new towns and cities. For families who have yet to experience the magic firsthand, this is their chance to join the fun and create lasting memories.
Opportunities for Collaboration
Partnering with Elmo’s Circus Dream offers brands and businesses a chance to align with a globally iconic name while engaging new audiences through experiential marketing. Interested collaborators can connect via Showtime Attractions or through Haven Global.
With its reputation for delivering immersive and creative family entertainment, Sesame Street continues to demonstrate its ability to captivate fans and generate meaningful partnerships. Don’t miss this chance to be a part of the magic!
HOW YA GOING, ELMO’S JUST CHECKING IN!
Elmo, what was the highlight of your last visit to Australia?
Elmo had such an amazing time in Australia. One of Elmo’s favourite moments was cheering on the Tillies at the Fifa World Cup! Aussie Aussie Aussie oi oi oi! Elmo also loved rap battling Fitzy, Wippa and Kate on Sydney radio. Elmo thinks he might have a rap career in the making.
If someone said, ‘Elmo, do you want to chuck a snag on the barbie?’ would you know what to do?
Elmo would say, sounds good mate! Bring on the sausages. Let’s fire up the BBQ! Elmo is down for a chinwag.
If your friends on Sesame Street were playing the AFL, what roles do you think everyone would have?
Oh! Well, Big Bird would be the Ruckman of course. He might be the tallest ruckman in the AFL ever! Mr. Snuffleupagus would be the goalkeeper. Good luck getting anything past his snuffle. Abby would be the full forward because she can really kick. Is she allowed to fly? The Count would be the referee to keep score. Cookie Monster could sell the snacks. We don’t want him on the field. He’d probably eat the ball!
Do you have a message for all of your Australian friends?
G’day Australia! Elmo loves you. Remember to be kind to each other, check in on one another, give a friend a hug just because and never forget you live in one of the most amazing places EVER! Elmo can’t wait to visit again.
