Workshop used Cooney's prestige and fame, and the fact that there would be "great public outcry" if the series was de-funded, to withstand the government's attacks on PBS. Eventually, the CTW got its own line item in the federal budget. By 2019, the U.S. government donated about four percent of the Workshop's budget, or less than $5 million a year. For the first time, a public broadcasting series had the potential to earn a great deal of money. Immediately after its premiere, Sesame Street gained attention from marketers, so the Workshop explored sources such as licensing arrangements, publishing, and international sales, and became, as Cooney envisioned, a "multiple media institution". Licensing became the foundation of, as writer Louise Gikow stated, the Sesame Workshop endowment, which had the potential to fund the organization and future productions and projects. Muppet creator Jim Henson owned the trademarks to the Muppet characters: he was reluctant to market them at first, but agreed when the CTW promised that the profits from toys, books, and other products were to be used exclusively to fund the CTW. The producers demanded complete control of all products and product decisions throughout its history; any product line associated with the series had to be educational, inexpensive, and not advertised during broadcastings of Sesame Street. As Davis reported, "Cooney stressed restraint, prudence, and caution" in their marketing and licensing efforts. In the early 1970s, the CTW negotiated with Random House to establish and manage a non-broadcast materials division. Random House and the CTW named Christopher Cerf to assist the CTW in publishing books and other materials that emphasized the series' curriculum. By 2019, the Sesame Workshop had over 500 licensing agreements, and its total revenue in 2018 was $35 million. A million children play with Sesame Street-themed toys per day. Soon after the premiere of Sesame Street, producers, educators, and officials of other nations began requesting that a version of the series be broadcast in their countries. CBS executive Michael Dann was required to quit his job at that network due to a change of corporate policy preceding the so-called "rural purge"; upon his ouster, he became vice-president of the CTW and Cooney's assistant. Dann then began developing foreign versions of Sesame Street by arranging what were eventually termed co-productions, or independent programs with their own sets, characters, and curriculum goals. By 2009, Sesame Street had expanded into 140 countries; The