October 30, 2013
Sesame Workshop, the Produce Marketing Association (PMA), and the Partnership for a Healthier America (PHA) have teamed up to help make fruits and vegetables more fun for kids. As part of its commitment to PHA, Sesame Workshop will license its characters to PMA’s community of growers, suppliers and retailers for free for two years to promote fruits and vegetables to children.
"Sesame Workshop's commitment to donate its characters to market fruits and vegetables shows tremendous dedication to the cause of improving young children's diets,” said Rudd Center Director, Marlene Schwartz, PhD. “Instead of undermining parents, as most child-directed food marketing does, these beloved and trusted characters will be parents' allies in the grocery store."
The partnership was announced at the White House and is part of First Lady Michelle Obama’s Let’s Move! initiative. The announcement follows the first ever White House convening on food marketing to children, during which the First Lady called on stakeholders to leverage the power of marketing to promote healthy products and decrease the marketing of unhealthy products to kids.
Sesame Street characters may be on produce in stores as early as mid-2014.