Munchkin Gains Rights to Sesame Street Feeding Business

Munchkin Gains Rights to Sesame Street Feeding Business

Leading Infant and Toddler Manufacturer Expands Existing Licensing Agreement to Feeding Accessories

NORTH HILLS, Calif., Jan. 12 /PRNewswire/ -- Munchkin, Inc., designer of clever infant and toddler products, today announced a multi-year alliance with Sesame Workshop, the nonprofit educational organization behind Sesame Street, to design an extensive line of feeding accessories featuring the beloved Muppets of Sesame Street.

"Feeding is one of the largest infant categories, and we are excited to expand our partnership to include this important segment," said Doug Gillespie, Munchkin vice president of marketing. "We can't wait to turn our designers loose on creating innovative feeding products featuring the vibrant, evergreen Sesame Street characters."

Munchkin's feeding portfolio currently includes more than 100 different types of accessories designed to make life easier and more enjoyable for today's parents. The expanded line will now include even more options, featuring Elmo, Big Bird, Abby Cadabby, and Cookie Monster, among others, to help make meal time fun and educational.

"Sesame Street has been an established, household name for over forty years," said Margaret Pepe, assistant vice president of global consumer products, Sesame Workshop. "Growing our partnership with an innovative, modern company such as Munchkin helps us continue to introduce our characters to a new generation of children and parents."

The new Munchkin feeding accessories featuring Sesame Street characters will be available at retail locations as early as mid-year 2010. For more information, please visit www.munchkin.com.

About Sesame Workshop

Sesame Workshop is the nonprofit educational organization that revolutionized children's television programming with the landmark Sesame Street. The Workshop produces local Sesame Street programs, seen in over 140 countries, and other acclaimed shows to help bridge the literacy gap including The Electric Company and Pinky Dinky Doo. Beyond television, the Workshop produces content for multiple media platforms on a wide range of issues including literacy, health and military deployment. Initiatives meet specific needs to help young children and families develop critical skills, acquire healthy habits and build emotional strength to prepare them for lifelong learning. Learn more at www.sesamestreet.org.

About Munchkin, Inc.

A privately held company headquartered in North Hills, Calif., Munchkin, Inc. creates baby products that excite, delight and make life easier for today's parents. Founded in 1991, Munchkin, Inc. has placed great emphasis on innovation, redefining what baby products can be. As a result, Munchkin has reinvigorated the category with the recent introduction of the Arm & Hammer(TM) Diaper Pail and improvements like the 2-in-1 bottle brush design and White Hot® technology that lets moms know if the bath water or car is too hot. Munchkin owns over 100 patents and has over 40 additional patents pending. The company has won over 30 industry awards, including the coveted Target® Corporation Partner Award of Excellence. Endorsed and recommended by lactation consultants, medical professionals, toy specialists and parents, Munchkin products can be found at more than 25,000 retail outlets internationally. For more information, visit www.munchkin.com.

First Call Analyst:
FCMN Contact:

Source: Munchkin, Inc.

CONTACT: Margee Macdonell of Formula PR, +1-619-234-0345,
macdonell@formulapr.com, for Munchkin, Inc.

Web Site: http://www.munchkin.com/
http://www.sesamestreet.org/

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Profile: International Entertainment