Consumer Products

PBS KIDS, Whole Foods expand partnership

Building on their two-year partnership, organic grocer Whole Foods and PBS Kids are introducing a line of back-to-school products and earmarking some of the profits to fund the US pubcaster's educational programming.
July 9, 2015

PBS KIDS and Whole Foods Market are re-teaming to offer kids an expanded line of back-to-school products, with a big chunk of the proceeds earmarked for children’s wellness and education initiatives.

The line ranges from organic cotton backpacks (pictured) and reusable lunch totes to notebooks made from recycled paper. It is available exclusively at Whole Foods Market US locations through July and August and builds on pair’s two-year-old collaboration that includes a healthy eating educational program for kids and a line of sustainable toys marketed at Whole Foods.

PBS KIDS is dedicating 100% of its profits from the new products to support its educational programming aimed at helping children succeed in school and in life, while Whole Foods will donate an undisclosed percentage of its total sales—up to US$25,000—to its Whole Kids Foundation. And for every Esperos backpack, pencil case and lunch tote sold, the Austin, Texas-based company will donate 10% of its proceeds to help fund children’s education through its Esperos Carry Hope initiative.

In addition to Esperos products, Whole Foods Market is debuting a line of PBS KIDS reusable food bags from Lunchskins. The retailer is also carrying PBS KIDS notebooks and folders by Mudpuppy, another company that supports children’s education. Mudpuppy has also signed a multi-year partnership to support PBS KIDS and other school programs.

Finally, Whole Foods Market is providing free, exclusive content from PBS KIDS’ Daniel Tiger’s Neighborhood, including clips from the TV series, printable learning activities and family-friendly recipes, on its website www.wholefoodsmarket.com.







About The Author
Patrick Callan is a senior writer at Kidscreen. He reports on the licensing and consumer products side of the global children's entertainment industry via daily news coverage and in-depth features. Contact Patrick at pcallan@brunico.com.


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