Creative Mandate
Bring the lessons of Sesame Street to life through plush companions that comfort, encourage, and grow alongside every child.

Strategic Insight
For generations, Sesame Street has helped children discover friendship, kindness, curiosity, and confidence. Parents already trust its characters to support their child’s emotional development—making plush a natural extension of that relationship.

Value Delivered
United two trusted childhood brands around a shared belief in emotional development and lifelong friendship. The creative approach transformed beloved characters into meaningful companions that extend learning through comfort and play, while strengthening GUND’s role as a trusted choice for a child’s first plush.