An Executive Voices Blog by Gabriela Arenas, SVP Global Licensing, Sesame Workshop

Sesame Workshop’s mission is to help children everywhere grow smarter, stronger, and kinder. Much of that work is achieved through the magic of storytelling—not just in entertainment but also in brand licensing.

Take our collaboration with Bombas. Since 2018, Bombas and Sesame Workshop have been partnering on sock and slipper collections, and this fall we’re introducing our sixth collection with designs for fans of all ages. Bombas operates on a purpose-driven, direct-to-consumer “buy one, give one” model. For every item purchased, an essential clothing item is donated to someone in need. That premise made Sesame Street a natural fit: for every pair of Sesame Street socks sold, Bombas donates a pair to someone experiencing homelessness. It’s a fitting reminder of how simple, everyday things can make a real difference.

On one hand, socks address a basic human need. On the other, a furry red monster helps children navigate some of life’s biggest challenges. Together, they show how brands can connect with consumers authentically while delivering social impact as well as commercial success.

And it’s a perfect example of how important it is for mission-driven brands to collaborate with partners that can magnify their values. Because, at its best, licensing isn’t just about putting a brand on products. It’s about extending that brand’s purpose and, when it works, extending our partner’s purpose, too.

For Sesame Workshop, every licensing collaboration is a chance to bring our mission to life in unexpected ways that resonate with every demo we engage with, from kids to fans. Through partnerships with companies that share our values, we reach children and families beyond the screen, turning everyday products into touchpoints for playful learning, emotional well-being, and connection. Our work with Bombas shows how beloved characters can raise awareness, inspire action, and support communities in need.

Many of our strongest collaborations show how purpose and commerce work hand in hand.

Peace Collective has raised more than $500,000 for charitable causes, with sales of Sesame Street products helping support these efforts. Our partnership with Out of Print has helped donate more than five million books to communities and literacy initiatives worldwide. Partners like Pair Eyewear and Simple Modern build charitable giving directly into their business models, extending our shared impact well beyond the products themselves.

As the nonprofit behind Sesame Street, social impact is at the core of everything we do, from supporting children affected by conflict and displacement to helping families facing homelessness, promoting emotional well-being, and responding to crises around the world. We rely on partners who share our belief that business can be a force for good, and licensing partners help us extend our reach and connect with families in new ways.

For us, mission and growth go hand in hand. When our characters and content reach more families through products and experiences that reflect our values, we deepen both our impact and our relationship with audiences. The products people choose become another way they engage with our brand and its purpose.

Finding the right partners starts with shared values. Beyond market opportunities, we look for organizations whose culture, purpose, and commitment to making a difference align with our own. The question is simple: can this partner authentically support our mission and help us reach families in meaningful ways?

Once a partnership is in place, we work closely together throughout the creative process, providing brand guidance, character expertise, storytelling frameworks, and access to our licensing, creative, and curriculum teams. We bring the trusted voice and values of Sesame Street while our partners bring their expertise, audiences, and creativity. Together, we create products that reflect not only what Sesame Street looks like, but what it stands for.

We measure success in two ways: business results and impact. We track consumer engagement, retail performance, and brand reach, while also asking whether we’re reaching new audiences, raising awareness of important issues, and inspiring kindness, learning, and positive action.

The most impactful licensing programs are built on shared values, authentic storytelling, and a genuine commitment to making a difference. Because sometimes a great licensing partnership isn’t just about selling socks or celebrating a beloved character—it’s about harnessing the power of both to create lasting impact for children and families around the world.

Sesame Workshop is the global nonprofit behind Sesame Street and so much more. For over 50 years, the team has worked at the intersection of education, media, and research, creating joyful experiences that enrich minds and expand hearts, all in service of empowering each generation to build a better world. Sesame Workshop’s beloved characters, iconic shows, outreach in communities, and more bring playful early learning to families in more than 190 countries and advance its mission to help children everywhere grow smarter, stronger, and kinder. Learn more at www.sesame.org and follow Sesame Workshop on Instagram, TikTok, Facebook, Threads, and X.