POP JUNIOR: FANDOM FEATURE
50 Years on the Sesame Street celebrates a half-century of kids’ first fandom. by James Zahn, senior editor Right now, somewhere in the world, a kid is experiencing Sesame Street for the very first time — falling in love with a colorful cast of characters who will make a lifelong impression. In just a few short years, that kid will move on to other things, but the spirit of Sesame Street will live on inside of them — tucked away for now and likely re-emerging in new ways somewhere down the line. In an era in which passion for pop culture is an all-encompassing lifestyle, there’s a lineage that can be traced back to almost every kid’s first fandom: Sesame Street. Since Nov. 10, 1969, Joan Ganz Cooney and Lloyd Morrisett’s creation has continued to be a pioneer in educational entertainment. With a diverse mix of human characters and Jim Henson’s Muppets of Sesame Street, the iconic series is driven by constant reinvention — becoming a global brand that consistently evolves to meet the changing needs of its worldwide audience, all while staying true to its core values and heart. Early on, Children’s Television Workshop (CTW) — the independent, non-profit organization that would become Sesame Workshop — recognized the power and value of licensing its brands to fund the core operations of creating programming that would enrich the lives of kids everywhere. Now, as Sesame Street celebrates 50 years and counting, the brand has reached the pinnacle of cross-generational appeal as it continues to welcome new friends, fans, and neighbors as big kids who grew up on the ‘Street find warmth in representing their childhood favorite. THE WORLD’S MOSTFAMOUS PRESCHOOLER For many, that favorite is still a certain character who reached the peak of pop culture stardom in 1996, inspiring a toy that changed it all: Tickle Me Elmo. It’s been 23 years since the famed, 94 | Issue No. 3 | THE POP INSIDER
giggling, shaking, bundle of joy hit retail — practically launching the entire category of “feature plush.” It arrived to such massive success that kids had to have it, and the demand sent parents into a frenzy to find one. Tickle Me Elmo set a benchmark that’s still being chased today. Elmo continues to evolve, and this holiday season we’ll see the release of Love to Hug Elmo from Hasbro’s Playskool division. So what is it about this particular Muppet — who originally appeared as a nameless “Baby Monster” — that continues to lead Sesame Street into the toy aisles with such lasting appeal? “Sesame Street is an evergreen brand that resonates with a young demographic of fans,” explains Gabriela Arenas, vice president of North America licensing at Sesame Workshop. “It is one of the first brands that parents experience with their kids; and specifically Elmo is often a child’s first ‘character’ and a favorite. As a fellow 3-and-a-half year old, kids relate to Elmo.” The connection to Elmo is something that any parent who has taken a child to meet the furry monster in person has witnessed first hand — an almost inexplicable, immediate feeling of love, seen regularly at Sesame Place in Pennsylvania and at meet-and-greets on the Sesame Street Live! tour. “A new generation of preschoolers engage with the property every year, and we continue to evolve Elmo at retail and in consumer experiences,