“Sunny day - Sweepin' the clouds away. On my way to where the air is sweet. Can you tell me how to get? How to get to Sesame Street?” Everyone knows this song. And its German equivalent “Wer, wie, was – wieso, weshalb, warum?” is Copyright Promotion’s latest big hit. Since January 2007 the successful German licensing agency has been responsible for “Sesame Street” licensing business in Germany, Austria and Switzerland – just like it had already been in the Benelux Countries and UK for years.

The popular show with Bert and Ernie has been continuously airing on German TV for more than 30 years now. With 95% the character’s level of awareness is extremely high. The number of fans is constantly rising and by now the show is broadcasted in 140 countries. More than 30 manufacturers in Germany, Austria and Switzerland have acquired the rights to Sesame Street, more than 700 manufacturers worldwide. “To be appointed licensing agency of one of world’s most popular and most important properties implies great responsibility. That’s why we develop a comprehensive marketing and licensing strategy to establish a strong and long-term position on the market”, said Gerold Kolenbrander, CEO Copyright Promotions Germany.

To extend the original target group of 3 to 6-year-olds and grow the licensing programme into the product world of children, grown-ups and babies, Copyright Promotions developed new opportunities and products with their carefully chosen licensing partners: In a cutting-edge marketing approach CP targets teens and tweens, who have already been growing up with Sesame Street. “Consumers shall discover whole new facets of their Sesame Street. Therefore we will support licensing partner and retail with different activities. What is more, our baby portfolio provides young mothers and babies with comfort and well-being from the cradle”, said Kolenbrander.