Sesame Workshop, the global media and educational organisation behind the beloved children’s program Sesame Street and Max-Matching announce an exclusive, multi-year licensing agreement to bring immersive Sesame Street-themed Family Entertainment Centers (FECs) to China.
Additionally, this collaboration marks Sesame Street’s first entry into China’s FEC market and arrives as the brand celebrates its 55th anniversary.
FEC’s on the rise in China
With China’s family entertainment sector rapidly evolving, the new centres aim to set a new benchmark by combining educational play with imaginative, engaging experiences that foster learning and connection between children and their caregivers.
Indeed, Family Entertainment Centers have emerged as an innovative model in the cultural and tourism industry, offering a one-stop destination that blends entertainment, education, dining, and retail.
Unlike traditional amusement parks, FECs emphasise immersive and interactive learning, aligning perfectly with the growing emphasis on experiential, high-quality parent-child time.
Therefore, the collaboration brings together the unique strengths of both partners. Sesame Workshop’s 55 years of experience in producing world-class educational content and themed experiences is complemented by Max-Matching’s expertise in IP licensing, operations, and full-industry value chain services within China’s cultural and entertainment sector.
“Sesame Street has long been a beloved and trusted brand in China”
“We’re excited to partner with Max-Matching to launch multiple Sesame Street-themed Family Entertainment Centers in China, where Sesame Street has long been a beloved and trusted brand,” said Alvin Fu, General Manager of Sesame Workshop Greater China.
“Playful learning is essential to children’s healthy development. Creating more ways for today’s families to connect with Sesame Street is an important way we deliver on our mission to help children grow smarter, kinder and stronger.”
Meanwhile, Owen Zhao, President of Max-Matching, said “As Sesame Workshop’s milestone first Family Entertainment Center for the China market, this partnership marks another milestone in Max-Matching’s international IP-based location-based entertainment strategy.
“As an international company deeply rooted in China’s location-based entertainment industry, we have observed the continuous evolution of young consumers’ spending habits in China, with a growing demand for high-quality personal experiences and parent-child interactions.
“Leveraging Max-Matching’s internationally leading full-industry-chain integrated solutions and operational capabilities, along with Sesame Workshop’s over 50 years of educational expertise and brand heritage, we will develop multiple Sesame Street Family Entertainment Centers across China, bringing Chinese consumers immersive themed experiences that combine education and entertainment, joy and inspiration.” Image: Sesame Workshop
