hasbro_logoHasbro has secured a ten year right to license Sesame Street products, starting from 2011. The rights were bought from Sesame Workshop, which is ending its partnership with Mattel (or Mattel’s Fischer Price, to be specific).

Why? According to John Frascotti, Hasbro’s chief marketer, “Our approach to the consumer is to deliver products throughout the year, not just in the fourth quarter”. (source) Oh, snap!

Hasbro’s Playskool will likely pick up existing toy lines, its Milton Bradley division will likely create new board games, and undoubtedly its new children’s television programming channel may have something to contribute.