
Sesame Workshop and Max-Matching Announce Exclusive, Multi-year Licensing Agreement to Launch Sesame Street-Themed Family Entertainment Centers in Multiple Locations in China
Shanghai, China – [July 16, 2025] — Amid rising demand for high-quality family experiences and interactive family activities, Sesame Workshop, the global media and educational organization 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.
This collaboration marks Sesame Street’s first entry into China’s FEC market and arrives as the brand celebrates its 55th anniversary. With China’s family entertainment sector rapidly evolving, the new centers aim to set a new benchmark by combining educational play with imaginative, engaging experiences that foster learning and connection between children and their caregivers.
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 emphasize immersive and interactive learning, aligning perfectly with the growing emphasis on experiential, high-quality parent-child time.
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.
“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.”
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.”
With a robust foundation of local operational expertise and a globally recognized educational brand, this partnership is poised to deliver meaningful impact in China’s family entertainment space. The new FECs will serve as vibrant community hubs where families can explore, learn, and play together, bringing the timeless values of Sesame Street to life in innovative new ways.
About Sesame Workshop
Sesame Workshop is the global nonprofit behind Sesame Street and so much more. For over 50 years, we have worked at the intersection of education, media, and research, creating joyful experiences that enrich minds and expand hearts, all in service of empowering each generation to build a better world. Our beloved characters, iconic shows, outreach in communities, and more bring playful early learning to families in more than 150 countries and advance our mission to help children everywhere grow smarter, stronger, and kinder. Learn more at www.sesame.org and follow Sesame Workshop on Instagram, TikTok, Facebook, and X.