Get Answers To
Your Questions

Everything You Need To Know To Participate

Why is the Sesame Workshop-PMA initiative important and how is it different?

Fresh produce consumption remains far below recommendations and diet is the number one cause of mortality and obesity issues in the U.S. As produce marketers, we have the power to do something about it, and we all know that sophisticated, targeted marketing works. Our goal is to give the produce industry a unified movement—helping to rise above the advertising noise with a strong voice and one clear message that aims to increase consumption of fresh produce. With this partnership, we finally have the tools to drive change! With the help of the national tagline, “eat brighter!”, the industry can draw parallels between the trusted Sesame Street characters and fresh produce—healthy, brilliant and alive.

Using Sesame Street characters in the produce department will appeal not only to children, but also to their parents. Sesame Street is a brand moms trust and children love. In fact, a Sesame Workshop survey found that 83 percent of moms have high trust in the Sesame Street brand. Out of all preschool TV programs, Sesame Street carries the highest shared viewership between children and their moms—with over 6 million viewers weekly, including nearly a million moms. Studies have found Sesame Street’s furry characters prove successful at influencing children’s eating decisions. We also know moms are the main decision-makers at the store for their household.

What is the timeline?

The program is expected to be available for industry use on March 31, 2014, and spans a period of two-and-a-half years. The availability of Sesame Street-branded fruits and vegetables in the marketplace will depend on how quickly growers and retailers apply to participate in the program and can develop corresponding packaging and collateral material with the Sesame Street characters.

What’s in the marketing toolkit?

The marketing toolkit is designed to provide turnkey resources for the use of Sesame Street characters in media placements, in-store signage and packaging—all royalty free. The potential broad reach and scalability of the program provides an opportunity for promotions of any size, for marketers of any size.

  • National: We developed a unified message to help the industry cut through the advertising noise with a strong voice, and one clear message that aims to increase consumption of fresh produce.
    • The tagline “eat brighter!” lends itself to the need for industry adaptability, drawing parallels between the characteristics of the Sesame Street brand and fresh produce—using adjectives like healthy, brilliant and alive—with a clear call to action that drives consumers toward a brighter future.
  • Seasonal promotions: The toolkit outlines several seasonal promotions offering turnkey programs for quick implementation by industry marketers.
  • Customizable for brand differentiation: We understand the industry’s need for differentiation; that’s why the toolkit was developed with a customizable approach. Similar to the Pink Ribbon campaign, the toolkit allows for the creation of custom artwork and assets.

Licensing Agreement

What do I need to do to sign up?

As you prepare to apply for the Sesame Workshop-PMA initiative, please note that the following information is required:

  • Name of your company
  • Contact person for your company
  • Fresh fruits and vegetables that would use the Sesame Street characters
  • Certificate of insurance
  • High level marketing overview
  • Tiers of participation
  • Initial retail display date

We’ll be hosting Webinars with our partners to help the industry better understand this opportunity and how to get involved. Sign up today.

How long will it take for me to receive notification of approval?

You will receive notification regarding your application within five business days.

Who should participate?

Please see the full list of who is eligible to participate here.

Who should fill out the agreement?

An authorized representative from your company should complete the agreement.

What are the fees?

There are no licensing fees to use the Sesame Street characters. To offset the expenses to administer the program, there will be a minimal, one-time administrative fee for each application submitted. The nominal fee is no comparison to the hundreds of thousands of dollars that licensing agreements typically cost, and the money that PMA has invested in the toolkit’s development.

Is the licensing open to companies outside the U.S.?

Currently only products being sold or displayed in markets in the U.S. and its territories are eligible for participation at this time.

What categories are included?

Please refer to our ‘Who Can Participate’ page or view the Sublicensing Agreement.

Will the Sesame Workshop-PMA initiative be referenced on Sesame Street programming?

While there will not be any direct references to the Sesame Workshop-PMA initiative or Sesame Street-branded produce on the program, the characters frequently model healthy habits, which include eating more fresh fruits and vegetables.

Stay connected to PMA and share your ideas for how to promote healthy eating to kids!