Brand Development: Sesame Street

SS Puppets
In 2005, Loblaw Companies entered into a partnership with the Sesame Workshop obtaining exclusive licensing for their Sesame Street and Sesame Beginnings brands in exchange for a 3-year financial commitment based on guaranteed sales.

That same year, Loblaw Companies closed all satellite offices across the country and consolidated functions into a new centralized office in Brampton, Ontario.

With this move, the Sesame Street partnership and all associated responsibilities that came with it, transitioned from Calgary to the new Brampton office; and being chosen to solely take over the management and development of this program was both rewarding and exciting!

The Goods:

  • —Seamlessly managed the transition of the Brand Manager function from Calgary to Brampton; achieved first year licensed sales commitments and second year commitments of $24M, increasing sales by 50% in just over one year
  • Increased brand presence in over 20 categories – identified key opportunities through competitive market analysis and worked closely with business partners to execute must-have items
  • Developed and bought to market over 1,000 Sesame Street and Sesame Beginnings products within the 3-year term
  • Sourced and designed over 60 products during a 2-week buying trip in Hong Kong

 SS Statues Collage

Sesame Street Garden Statues, 2005-2007