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Sesame Street gets into the Sochi spirit

The United States Olympic Committee has made Sesame Workshop an official affiliate of Team USA through the Sochi 2014 Olympic and Paralympic Winter Games, where co-branded items will include online content and themed apparel.
December 6, 2013

The United States Olympic Committee has made Sesame Workshop an official affiliate of Team USA through the Sochi 2014 Olympic and Paralympic Winter Games.

The joint-venture will include  educational online content featuring the Sesame Street Muppets and Team USA athletes, a Sesame Street family pavilion at all USOC Road to Sochi Tour stops and Sesame Street Winter Games-themed children’s apparel available at retail stores and online.

As a part of this joint-venture, a portion of all sales proceeds will support US Olympic and Paralympic athletes and hopefuls, as well as contribute to Sesame Workshop’s global initiatives. The partnership was soft-launched at the Road to Sochi 100 Day Countdown event in New York City’s Times Square on October 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 the USOC’s full Road to Sochi Tour presented by Liberty Mutual Insurance, which is a 13-stop interactive sports tour that is circling the US this fall and winter.  At each tour stop, Sesame Street will have a co-branded interactive family tent, and a costumed character Elmo will make special appearances at select stops.

Team USA and Sesame Workshop are also teaming up to create youth-oriented digital content heading into the Games. Through the initiative, fans will see athletes with their Sesame Street friends during Team USA’s digital send-off wishing them good luck as they head to Sochi this February. Additionally, both organizations will support the athletes through a social media campaign before and during the Sochi Winter Games. There will also be a Games-themed Sesame Street episode that will air in February featuring Olympic figure skating champion Evan Lysacek.

Additionally, young fans can support Team USA by wearing co-branded Team USA - Sesame Street products. Toddler sizes will be available for purchase at Old Navy beginning this fall until the end of the Sochi Winter Games.

About The Author
Gary Rusak is a freelance writer based in Toronto. He has covered the kids entertainment industry for the last decade with a special interest in licensing, retail and consumer products. You can reach him at garyrusak@gmail.com

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