Sesame Street Appoints Licensing Agent for South Korea

Sesame Workshop named CAA-GBG Global Brand Management Group as the licensing agent for Sesame Street in South Korea and Southeast Asia.

The appointment comes shortly after Sesame Workshop, the nonprofit behind Sesame Street, also named licensing agents for the brand in other parts of Asia — including Japan and the Greater China region.

Sesame Workshop, the nonprofit educational organization behind the Sesame Street franchise, has named CAA-GBG Global Brand Management Group, a global brand extension company, as its new licensing agent for Sesame Street in South Korea and Southeast Asia. Under the agreement, CAA-GBG will work to extend the Sesame Street brand licensing program into new categories, including educational and children’s licensed product opportunities.

Under the agreement, CAA-GBG aims to bring the Sesame Street brand to new product categories, including educational and children’s licensed product opportunities.

“Sesame Workshop’s mission is to help kids grow smarter, stronger, and kinder,” said Whit Higgins, Sesame Workshop’s senior vice president of international media and education and distribution. “We are thrilled to team up with CAA-GBG to create unique and powerful ways for fans to engage with the brand in South Korea and Southeast Asia and to further our mission.”

Sesame Street debuted in South Korea in the 1980s, and is today widely viewable throughout the country, including linear distribution on the free-to-air broadcaster EBS and pay-TV platform CJE&M, as well as non-linear distribution via LG TV+ and Coupang Play.

In Southeast Asia, the show is accessible via HBO Asia across the region; on public broadcaster Mediacorp in Singapore; on TVRI and Horee in Indonesia; and on VTV7 in Vietnam.

“Sesame Street continues to be one of the most beloved character brands in the world,” said CAA-GBG executive vice president Elaine Chiu. “We are very pleased to be working with this iconic property and are looking forward to leveraging our expertise and resources to grow the business in exciting new ways in South Korea and Southeast Asia.”

“Sesame Workshop’s mission is to help kids grow smarter, stronger and kinder,” says Whit Higgins, senior vice president, international media and education and distribution, Sesame Workshop. “We are thrilled to team up with CAA-GBG to create unique and powerful ways for fans to engage with the brand in South Korea and Southeast Asia and to further our mission.”

Sesame Street has a long heritage in South Korea, having first been introduced to viewers there in the early 1980s. Today, Sesame Street content enjoys wide distribution in South Korea, including linear distribution on free-to-air broadcaster EBS and on pay-TV through CJE&M as well as non-linear distribution on LG TV+ and Coupang Play. In Southeast Asia, Sesame Street content is available across the region on HBO Asia and in Singapore through a long-term partnership with public broadcaster MediaCorp. Sesame Street content is also distributed via TVRI and Horee in Indonesia and VTV7 in Vietnam.

“Sesame Street continues to be one of the most beloved character brands in the world,” says Elaine Chiu, executive vice president-Asia, CAA-GBG. “We are very pleased to be working with this iconic property and are looking forward to leveraging our expertise and resources to grow the business in exciting new ways in South Korea and Southeast Asia.”