WASHINGTON, D.C. — Starting in 2014 Produce Marketing Association growers, suppliers and retailers will be able to use Sesame Street characters to encourage children to eat produce without a licensing fee.
On Wednesday, First Lady Michelle Obama announced the new two-year agreement between the Sesame Workshop, PMA and the Partnership for Healthier America.
“Just imagine what will happen when we take our kids to the grocery store, and they see Elmo and Rosita and the other Sesame Street Muppets they love up and down the produce aisle,” said Obama, according to a press release.
“Imagine what it will be like to have our kids begging us to buy them fruits and vegetables instead of cookies, candy and chips. That’s what this new collaboration between Sesame Workshop and the Produce Marketing Association is all about — showing our kids that healthy food can be fun and that fruits and vegetables don’t just make us feel good, they taste good too.”
The Sesame Workshop will assist PMA in using these characters to market fruits and vegetables through efforts like a produce promotion toolkit and style guide. PMA will review member requests to use the characters. PMA is also charged with sharing participation in the program and sales results with the Partnership for Healthier America.
The groups expect the characters to start being used in stores no earlier than mid-2014.
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