Creative Mandate
Bring the lessons of Sesame Street to life through plush companions that extend learning through comfort and play.

Strategic Insight
For generations, parents have trusted Sesame Street to support their child’s emotional development. Plush is a natural extension of that relationship, transforming beloved characters into meaningful, tactile companions.

Value Delivered

• United two trusted childhood brands around a shared belief in emotional development and lifelong friendship.

• Transformed iconic characters into comfort objects that support early learning and growth.

• Strengthened GUND’s positioning as the trusted choice for a child’s first plush.