Sesame Workshop, Hasbro join forces

Sesame Workshop and Mattel are ending their long marketing relationship in January, reports Broadcasting & Cable. The Workshop has inked a 10-year deal with Hasbro to market toys and games based on Sesame Street characters, beginning next month. The Workshop signaled it wanted to move away from Mattel's holiday-oriented marketing strategy to Hasbro's year-round brand development. Hasbro includes the Playskool, Milton Bradley, Tonka and Parker Bros. lines, B&C notes.