Elmo, meet Optimus Prime

It turns out one toyco's loss has become another one's gain. A full 15 years into a lucrative relationship with Fisher-Price, a division of El Segundo, California-based Mattel, Sesame Workshop has tapped rival Hasbro as the new master toy licensee for the Sesame Street brand. The 10-year deal goes into effect at the beginning of 2011, giving the Pawtucket, Rhode Island-based toy giant exclusive rights to produce a wide range of playthings featuring the iconic Muppet characters.
By
January 20, 2010

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About The Author
Gary Rusak is a freelance writer based in Toronto. He has covered the kids entertainment industry for the last decade with a special interest in licensing, retail and consumer products. You can reach him at garyrusak@gmail.com
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