Sesame Workshop has signed on as an official affiliate of Team USA and the U.S. Olympic Committee for the Sochi 2014 Olympic and Paralympic Winter Games.
The joint venture will include educational online content, a Sesame Street family pavilion at all USOC Road to Sochi tour stops and Sesame Street Winter Games-themed children’s apparel.
“This unique venture with the United States Olympic Committee is a wonderful way to reinforce important lessons like healthy habits, good sportsmanship and teamwork–concepts Sesame Street has delivered for over four decades to millions of children,” says Maura Regan, senior vice president and general manager, global consumer products, Sesame Workshop. “This new, delightful Sesame Street content and apparel will bring together the U.S. Olympic Family with children and families around the country.”
The partnership launched at the Road to Sochi 100-Day Countdown event in Times Square on Oct. 29, with a Sesame Street family pavilion for children, special appearances by Cookie Monster and Zoe and two live performances with Elmo, Abby Cadabby and one of the show’s newest human characters, Armando.
Sesame Street will participate in future stops on the interactive sports tour as well, with a co-branded interactive family tent and character appearances.
Young fans can support Team USA by wearing their favorite furry monsters on co-branded Team USA/Sesame Street products. Toddler sizes will be available at Old Navy this fall through the end of the Sochi Winter Games.
A portion of all sales will support U.S. Olympic and Paralympic athletes and hopefuls, as well as Sesame Workshop’s global initiatives.
The partners are also creating a range of youth-oriented digital content featuring the Sesame Street Muppets and Team USA athletes, as well as a Games-themed “Sesame Street” episode that will air in February featuring Olympic figure skating champion Evan Lysacek.
“We are thrilled to officially welcome Sesame Street into the U.S. Olympic Family,” says Peter Zeytoonjian, managing director of direct marketing, consumer products and events, USOC. “Thanks to Elmo, Abby and Grover, now even the youngest fans will be able to show their support for Team USA through this endearing Team USA, Sesame Workshop endeavor.”