Sesame Workshop, the international media and educational organisation responsible for Sesame Street, and Max-Matching Entertainments, a leading developer, investor, and operator of IP-themed location-based entertainment in China, have announced a multi-year, exclusive licensing deal to introduce immersive Sesame Street-themed Family Entertainment Centres (FECs) in China.
This partnership marks Sesame Street’s debut in China’s FEC market, coinciding with the brand’s 55th anniversary. As China’s family entertainment sector rapidly develops, the new centres aim to set a new standard by combining educational activities with imaginative, engaging experiences that foster learning and strengthen bonds between children and their caregivers.
Combined expertise
FECs have become an innovative model in the cultural and tourism sectors, providing a one-stop destination that combines entertainment, education, dining, and retail. Unlike conventional amusement parks, FECs focus on immersive and interactive learning experiences, aligning well with the increasing demand for experiential and high-quality parent-child activities.
The collaboration brings together the distinct strengths of each partner. Sesame Workshop’s 55 years of experience in creating high-quality educational content and themed experiences is complemented by Max-Matching’s expertise in IP licensing, operations, and comprehensive industry services within China’s cultural and entertainment sectors.
“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,” says 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.”
Immersive themed experiences
Owen Zhao, president of Max-Matching, adds: “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 strong local operational expertise and a globally renowned educational brand, this partnership is well-positioned to make a significant impact in China’s family entertainment sector. The new FECs will act as vibrant community centres where families can explore, learn, and enjoy activities together, bringing the timeless values of Sesame Street to life in innovative new ways.
Earlier this month, Max-Matching and the Longhua District Key Area Construction Center signed a strategic cooperation agreement to collaboratively develop an international IP-themed entertainment complex in Longhua District, Shenzhen.
