NEWARK, Del. — Building on the momentum from the recently announced partnership between Sesame Workshop and the Produce Marketing Association (PMA), the association has formed a small task force of marketing and licensing experts to begin development of a licensing agreement and online toolkit to guide industry members in the use of Sesame Street’s characters. The partnership, announced on October 30, allows the fresh produce industry royalty-free use of Sesame Street characters and assets for two years.
PMA chairman of the board Tim Riley, president of Giumarra Companies, called the new task force “a group of engaged members we selected based on the specific skills they’ll bring to bear on behalf of all of PMA’s members. They are experts on licensing, marketing and social media and represent the spectrum of member companies from shippers to retailers. I’m delighted that PMA’s new president Cathy Burns will be the staff lead for the group and that Jan DeLyser, PMA’s immediate past chairman of the board, will be serving on the task force to support task force chairman Todd Putman and his team.”
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