Parham Santana, The Brand Extension Agency, collaborated with Sesame Workshop, the nonprofit organization behind Sesame Street, to refresh its licensed consumer products packaging worldwide.

The new packaging is just starting to roll out with the licensed toys from Hasbro first to hit shelves and the rest of Sesame Street’s licensed products will follow.

“Sesame Street is a legacy brand, so we wanted to honor that heritage and began by nailing down the essence of Sesame Street,” says John Parham, President, Director of Branding, Parham Santana. “The emotional connection that consumers have with the characters is very strong. Their faces are like beacons on the shelf.”

Every package across every product category now features large furry photos of Sesame Street Muppet faces to greet consumers. Whether it’s Big Bird or Cookie Monster, these characters instantly make connections with people of all ages.

Read the full case study to find out how Parham Santana delivered comprehensive packaging guidelines for all Sesame Street products around the world. This project was also featured in Packaging Digest, Retailing Today, LIMA Link, and TheDieline.