• Brandweek, Tuesday, May 13, 2008 10:30 AM

New Balance and "Sesame Street" will launch a co-branded collection of premium children's shoes across major retailers including Finish Line, Foot Locker, Hibbitz Sporting Goods and others, in addition to its own stores, in July.

With a price point of $43 for infant styles and $65 for grade schoolers' footwear, the shoes will be backed by a national campaign that includes TV spots during "Sesame Street," which airs three times a day in most major U.S. markets. Print executions start running in July issues of Cookie and Parenting.

While New Balance has been catering to children for years, it wants to go after the category more aggressively and create better brand awareness among mothers, according to Christine Maddigan, New Balance director of global marketing and brand management. The partnership, she says, offers Sesame Street access to the specialty athletic retail segment while providing New Balance with the TV show's name.

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