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Kerri Estreich – Senior Director of Licensing at Sesame Workshop – talks us through some of her favourite design details from Sesame’s recent Vans collaboration.
Kerri, thanks for making time for this quick footwear chat! Why is this category an exciting space to bring Sesame into?
We’ve actually worked with a variety of brands in the footwear space over the years to ignite excitement in the category. Shoes are all about self-expression and each footwear collaboration that we do is unique, providing new and unexpected interpretations of our brand with unique storytelling opportunities.
“Vans are the original action sports footwear company rooted in authenticity and creativity – such a strong synergy with Sesame Street.”
Working with Vans, we had the opportunity to highlight important brand messaging, that “We all belong” – celebrating friendship, acceptance, and inclusion.
Yes, on that, what made Vans an exciting partner for the brand?
We’ve been following Vans for a long time. They are the original action sports footwear company rooted in authenticity and creativity – such a strong synergy with Sesame Street. They have a history of strong co-branded execution and they have a passionate consumer fan-base. We were excited to have them interpret the Sesame Street Muppets with their ‘Off the Wall’ twist – for everyone from toddlers through adults.
“They cleverly utilised their iconic side stripe for Oscar’s iconic eyebrow.”
The range looks great. Can you talk us through some of your favourite design details in this collection? We love how Vans successfully integrated the Sesame Street characters into their iconic footwear silhouettes. They cleverly utilised their iconic side stripe for Oscar’s iconic eyebrow. They created a unique multi-character textured version of their SK8 Hi Zip sneaker that featured 3D elements such as Big Bird’s feet, Cookie Monster’s eyes – with a cookie, of course – and an Elmo hand for the zipper pull.
While most shoes in the market feature designs on the shoe’s upper, a few of the styles even featured printing on the side walls.
A favourite from the soft goods collection is the women’s backpack where the characters faces were brought into Vans signature check pattern.
Thanks Kerri! And congrats again on the success of the collection.
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