Applause Inc. Renews ‘Sesame Street’ License

Big Bird and the Cookie Monster will continue to grace coffee mugs, toys and other products made by Applause Inc., under an agreement to renew Applause’s license to merchandise public television’s “Sesame Street” characters.

Applause, a privately held concern in Woodland Hills, said it will display its new Sesame Street toys at the American International Toy Fair in New York next week. The company has marketed products based on the long-running children’s show for the past decade.

Applause’s license was extended for an additional five years. Terms of the deal were not disclosed.