After generating billions of monthly views, Toys and Colors lands Sesame Street collab

If you want someone to tell you how to get to Sesame Street, you can ask the Toys and Colors gang for directions. The massively popular YouTube empire — which is affiliated with kid-friendly media company pocket.watch — is hanging out with Muppets like Grover, Elmo, and Abby Cadabby across a series of collaborations that will drop on both brands’ respective channels.

The videos feature some of the most recognizable characters among kids past and present. Toys and Colors has become one of the most-watched channels in the world, occasionally banking more than 850 million weekly views on YouTube alone. Two of the channel’s on-screen personalities, Ellie and Maddy, showed up in collabs that arrived on the main Sesame Street YouTube channel on March 20. The videos will drop on the Toys and Colors channel on March 27.

Eight-year-old pocket.watch recognized Toys and Colors’ potential in 2021, when it announced a franchise called Kaleidoscope City that would be based around Toys and Colors’ thriving digital channels. That decision helped the sing-songy brand push its YouTube traffic even higher, and pocket.watch now describes Toys and Colors as the “biggest kids creator in the world.”

“This partnership is a monumental moment for kids and family entertainment – bringing together the legacy of Sesame Street with the dynamic powerhouse that is Toys and Colors,” said pocket.watch Chief Content Officer Albie Hecht in a statement. “At pocket.watch, we thrive on blending the best of traditional and new media, and this collaboration is the perfect example of how iconic brands can unite to create something fresh, educational, fun and truly meaningful for today’s generation.”

Sesame Street may not generate quite as much weekly YouTube traffic as Toys and Colors, but when it comes to digital media, the 56-year-old brand is no slouch. Its YouTube channel, which reaches more than 26 million subscribers, has facilitated regular collabs with creators. Pentatonix, Rosanna Pansino, and Blippi are three of the social media standouts who have made videos alongside Muppets over the years.

With Toys and Colors’ Sesame Street cameo, pocket.watch is solidifying the multiplatform standout as a trusted name in family entertainment. If this collab ends up pushing Sesame Street back into our Global Top 50 charts, the long-running show will enjoy the power of the Toys and Colors bump.