Sesame Workshop promotes pro-social initiatives with Kohl’s, P&G

New partnerships with Kohl’s and Procter & Gamble highlight children’s health initiatives across the US, as well as gender equity around the world.
September 21, 2017

Sesame Workshop is launching a number of new projects to promote pro-social kids initiatives around the world.

The nonprofit educational organization behind Sesame Street is partnering with Procter & Gamble (P&G) on a new public advocacy campaign that addresses gender stereotypes preventing girls from accessing education and following their dreams.

The campaign premiered on September 19 at the Global Citizen: Movement Makers Summit in New York with a video featuring Sesame Street characters, and kids from around the world, sharing their goals for the future and why they love to learn. Available on digital, social and broadcast platforms globally, the video promotes the value of education and career opportunities for girls.

P&G is also sponsoring new Sesame programming featuring Chamki (pictured), a five-year-old Muppet who lives on Galli Galli Sim Sim, the Indian version of Sesame Street. The Growing Up Chamki series explores issues of gender equity, with girls and boys role-playing different career and family roles. The new content will be available to Sesame Street co-productions globally.

In more than 150 countries, local versions of Sesame Street feature strong female characters and address the role boys and men can play in breaking down gender stereotypes. According to Sesame Workshop, boys who watch the local version in Afghanistan, for example, test 29% higher on gender equity attitudes.

Additionally, Wisconsin-based omnichannel retailer Kohl’s is launching a new Sesame Street-inspired product collection as part of the Kohl’s Cares merchandise program. It features plush and publishing inspired by fan-favorite characters like Big Bird and Elmo. Net profit from the products – which retail for US$5 apiece and are available online and at Kohl’s stores through late December – benefit children’s health initiatives at hospitals across the US.

Books in the Kohl’s Cares holiday collection include The Monster at the End of this Book, Can You Tell Me How to Get to Sesame Street?, Another Monster at the End of this Book, the pop-up title Color! Create! Collect!, board book set Animal Alphabet & 123 and 2-in-1 story book Baker Baker & Twinkle Twinkle. The plush offerings, meanwhile, include Elmo, Cookie Monster, Big Bird and Grover.

Previously, Kohl’s Cares partnered with Scholastic’s Clifford brand. The program has raised more than US$300 million to date to support children’s health and education initiatives nationwide.

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