Sesame Street and Stiftung ear win Bologna Licensing Award 2026

Sesame Street and the German foundation stiftung elektro-altgeräte register (stiftung ear) have been honored with the Bologna Licensing Award 2026 in the category “Best Licensed Sustainable Project.” The awards were presented on April 13 across 16 categories at the Bologna Licensing Trade Fair / Kids, the only international trade fair dedicated to children’s and young adult brands, held as part of the Bologna Children’s Book Fair.

Raising Awareness with Humor and Clarity

The award-winning campaign features popular Sesame Street characters Elmo, Grover, and Oscar the Grouch, who raise awareness across Germany about the proper disposal of electronic waste. Through entertaining TV spots and social media clips, they explain in a simple and relatable way why old electronic devices should not be thrown in household waste but must be taken to recycling centers or returned to retailers.

The 360° campaign has been running since October 2025 across a broad media mix, including TV, streaming, online, and out-of-home channels.

“We are delighted to receive this international recognition,” said Kerstin Hintze, Marketing Director Europe at Sesame Workshop Europe. “We are especially proud that our iconic characters, loved across generations, help raise awareness for such an important sustainability issue. The Bologna Licensing Award shows that brand licensing can go far beyond entertainment—it can make social responsibility visible and impactful.”

Source: Press Release Sesame Workshop Europe