Sesame Street-branded products are in, or are planned for over 40 retailers representing more than 19,000 stores across the U.S. and Canada. It is part of what is known as the Eat Brighter! movement.
A series of updates have been added to the program and marketing to allow produce industry members to incorporate the Sesame Street character images, royalty-free, into their marketing strategies. according to a press release from the Produce Marketing Association.
Five retailers received their own licensing to display Eat Brighter! in-store signage and dozens of other retailers have said they will accept Sesame Street-branded in their stores. More retailers are expected to become licensed in coming weeks .
“We’re delighted by the response from both the supply- and buy-side of the industry,” Cathy Burns, president of PMA, said in the release. “We’ve spoken with each and every one of these companies, and they believe in the movement to help kids eat more fruits and vegetables. They are all industry leaders and recognize that success is defined through the collaboration and support they lend to one another.”
“The goal here is grand, but simple — to change the conversation around fresh produce and inspire kids to think about fruits and veggies in a completely different way,” Todd Putman, chief marketing officer of Bolthouse Farms and chairman of PMA’s marketing taskforce, said in the release. “The U.S. is in a serious health crisis — one third of all kids are obese and our industry has the answer. The Eat Brighter! movement is exactly what we need to help the entire industry come together, change that conversation, and ultimately create healthier generations for decades to come.”