MUMBAI: Hasbro, the US-based multi-national toy and board game company, has struck a ten-year deal with Sesame Workshop to manufacture and market toys and games based on Sesame Street from 2011.

The toy rights for Sesame Street are currently held by Mattel‘s Fisher-Price brand.

Hasbro will roll out products featuring the likes of Elmo, Big Bird, Abby Cadabby and Cookie Monster, under its Playskool and games brands.

Announcing the deal, Hasbro‘s president and CEO Brian Goldner said, "Sesame Workshop has an amazing portfolio of characters that children have enjoyed in a variety of forms for decades and Sesame Street is a brand that parents trust. Hasbro fully embraces Sesame Workshop‘s philosophy and mission, and we see this new alliance as an ideal strategic fit."
 
Added Sesame Workshop‘s president and CEO Gary E. Knell, "At the heart of Hasbro‘s business is making fantastic games, toys, lifestyle and entertainment products that are enjoyed by people of all ages worldwide."