Sesame Street Market, the world's only official Sesame Street store combining retail, cafe, and workshop experiences, operated by Mash Style Lab Inc., will launch a new life collection themed "IT'S A NEW DAY" on February 12 (Thursday) at their Ikebukuro Sunshine City, Urban Dock LaLaport Toyosu, and Hanshin Umeda Main Store locations, as well as their official online store.
A Collection Inspired by Vintage Storybooks
The collection theme is "IT'S A NEW DAY." This lineup celebrates the excitement and anticipation of new beginnings, featuring vintage-style artwork inspired by classic Sesame Street picture books. The nostalgic and warm designs capture the charm of beloved characters in a timeless aesthetic.
The collection includes brand-new items such as a 3-piece bedding set and pen pouch, along with practical additions like a DO NOT DISTURB door card for a hotel-like atmosphere. A vibrant straw tumbler in cheerful colors brightens daily life.
Whether it's advancing to a new school, starting a new job, or moving to a new city, welcome the new season alongside Sesame Street friends.
Product Lineup
3-Piece Bedding Set / Pillowcase
Left: 3-Piece Bedding Set (duvet cover, box sheet, pillowcase)
¥16,280
Right: Pillowcase
¥1,320
The brand's first bedding set features an all-over pattern showcasing artwork inspired by vintage Sesame Street storybooks. The design depicts characters in a nostalgic, warm style, capturing the world of these beloved stories. The calming color palette naturally blends into any bedroom, providing a relaxing start and end to each day.
Available in single size only. The pillowcase is also sold separately.
DO NOT DISTURB Card
(From left in first image: Blue (Elmo & Prairie Dawn), Yellow (Cookie Monster & Count von Count))
2 types / ¥770
These doorknob cards create a hotel-like ambiance at home. Available in two designs featuring Elmo & Prairie Dawn or Cookie Monster & Count von Count. One side displays Elmo or Cookie Monster with a "DO NOT DISTURB" message, while the reverse features Prairie Dawn or Count von Count with "PLEASE KNOCK."
The playful design offers different colors and expressions on each side.
Pen Pouch
(From top: Green, Mix)
2 types / ¥2,750
These eye-catching pen pouches feature nostalgic, warm illustrations. Choose between a bold design showcasing Cookie Monster, Elmo, Prairie Dawn, and Count von Count with the brand logo, or an all-over pattern design. The green zipper adds a subtle accent.
Laminated coating makes the surface water and stain-resistant for daily use. Perfect not only as a pen case but also for storing makeup tools, gadgets, and small items.
Straw Tumbler
(From left: Blue (Cookie Monster), Red (Elmo), Green (Oscar))
3 types / ¥1,650
These tumblers feature bold prints of Elmo, Cookie Monster, and Oscar in vivid colors. The included straw makes one-handed drinking easy during work, study, or cooking. A practical and stylish daily essential.
*All prices include tax.
Release Date
- Stores: February 12, 2026 (Thursday)
- Official Online Store: February 12, 2026 (Thursday) at 12:00 PM (noon)
Store Locations
Sesame Street Market Ikebukuro Sunshine City Store
〒170-0013 3-1 Higashi-Ikebukuro, Toshima-ku, Tokyo, Sunshine City Alpa 1F
Sesame Street Market Urban Dock LaLaport Toyosu Store
〒135-0061 2-4-9 Toyosu, Koto-ku, Tokyo, Urban Dock LaLaport Toyosu South Port 1F, Section 1791
Sesame Street Market Hanshin Umeda Main Store
〒135-0061 1-13-13 Umeda, Kita-ku, Osaka, Hanshin Umeda Main Store 6F
Official Online Store
"IT'S A NEW DAY" Product Collection (Available February 12 (Thursday) at 12:00 PM):
https://sesamestreetmarket.jp/Form/Product/ProductList.aspx?shop=0&pgi=SE260203NEWLIFE&plan=SE260203NEWLIFE
About Sesame Street Market
Brand Name: SESAME STREET MARKET
Concept: - Discover Sesame Street World -
Sesame Street Market is the world's only official Sesame Street store featuring three core concepts: cafe, retail, and workshops. Through Sesame Street, it's a space where discoveries and awareness of the unknown and rarely encountered expand. Relax in the cafe, enjoy shopping, develop creativity through play, and experience a place where everyone naturally smiles.
About Sesame Street
Sesame Street is a pioneering children's educational program launched in 1969, now available in over 190 countries and regions worldwide. Created by Joan Ganz Cooney and Lloyd Morrisette during the civil rights era, the show uses music, adorable puppets, and animation against a vibrant street backdrop to teach essential preschool skills along with messages of empathy, kindness, and inclusion. Beloved characters like Elmo, Cookie Monster, Big Bird, and Oscar appear in carefully researched educational content that develops literacy, numeracy, social skills, and cultural understanding, earning high praise as a model for early childhood content globally. Sesame Street is produced by Sesame Workshop, an international nonprofit organization.
