FEATURE: Sesame Street on tour
Way back in 1969 (that’s before some of us were even born!), a revolutionary children’s show made its debut on American television. The show featured Jim Henson’s colourful puppets and regular, everyday humans living together in an interactive street. This was the beginning of Sesame Street as we know it; bringing entertaining, educational and inclusive television to children across the world.
Forty years on the Sesame brand remains as relevant as ever, with the non-profit organisation Sesame Workshop produces a wide range of innovative and engaging spin-off series, including Bert and Ernie’s Great Adventures, Elmo’s World, Play With Me Sesame and Sesame Tree. Last week saw Elmo – one of the most popular and endearing Sesame Street characters – visit the UK to co-present channel five’s daily pre-school segment, Milkshake!. LTW was lucky enough to catch up with Elmo and the rest of the Sesame Street gang to see how his visit went…
Tim Juckes, Sesame Street brand manager and category director, CPLG.
“We initially launched Sesame Street four years ago as a retro, high-end fashion brand to capitalise on the affinity that so many people had from growing up with Sesame Street. In fact it was the first deal that the guys at Famous Forever had done – and consequently we won the Lima award for Best Adult Apparel. We very much grew the brand to the older teen and tween, young fashion-forward women – and that’s continued and has just grown and grown. We’re in TopShop with a number of lines and New Look is a great supporter – but we also work with all the main grocers as well.
We have a DTR running with M&S at the moment, and that’s been developing for about a year now. Originally it was just on apparel but now we’re growing that into gifting areas, publishing, greetings and there will be more to come. The ranges will be really aimed at the core pre-school audience. Three years ago there was probably a 70 – 30 split in favour of retro adult ranges, but now we’re seeing it 50 – 50 – and I think the kids is going to overtake the adult quite soon. Especially with this week’s Elmo appearance – we’ve had it on great authority that suddenly all the kids are rocking up at their nurseries in Elmo t-shirts!
Now that Elmo’s been on Milkshake! all week there’s already a lot more buzz and drive about. The programme has always been strong, but this week and the promotional visit has really been all about the strength of Sesame Street. We were at M&S earlier this week with Elmo, and I’ve never seen 20 buyers in one room make such a sharp intake of breath. Seeing people interact with Elmo this week has been absolute madness!
With Five airing Elmo’s World and Bert and Ernie’s Great Adventures; Cbeebies airing Sesame Tree in the fall; and Hasbro going live in 2011 with their master toy range, we can’t wait to see what next year has in store for Sesame Street.”
Risa Greenbaum, assistant vice president, international licensing at Sesame Workshop
“Seeing firsthand how licensees, retailers, and viewers have responded to Elmo’s visit has been phenomenal. CPLG and Five have been instrumental in keeping Sesame Street top of mind with children and their families. We have a strong rooster of licensees who share in our vision of delivering engaging and innovative products. With Hasbro on board in the new year and our continued success, the best is yet to come.”
Elmo, Sesame Street star, three-and-a-half years old.
So, Elmo, how have you enjoyed your trip to England?
Elmo: Oh, Elmo is having a great time! Elmo is leaving in the morning though.
LTW: Are you flying home?
E: Yeah, it’s cool!
LTW: What have you been doing while you are here?
E: Elmo has spent loads of time sightseeing and visiting this time. This is Elmo’s third time of being here.
LTW: You must know London ever so well then.
E: Oh yeah! Elmo has seen a LOT on this trip. Elmo has been to see the London Eye – it was so cool! Elmo went all the way round and could see everything! Elmo could see all of London!
LTW: That is a lot to see! You’ve been co-hosting Milkshake! this week – what was your favourite thing about that?
E: Working with Miss Naomi. It was her birthday on Wednesday and it was her tenth anniversary today and I was really happy to be with her.
LTW: Did you get cake?
E: Oh yeah! It’s all up there. There’s still some for you if you want? And for the baby.
LTW: That means I get two bits, right?
(LTW is currently eight months pregnant and quite frankly will take cake wherever possible.)
E: That’s right! Elmo only had one bit of cake. But that’s ok.
LTW: I’ll share my second piece with you. Hey Elmo, I just saw some people outside with your face on their t-shirts. How does that make you feel?
E: It’s cool. Yeah, it’s fun! Because Elmo has t-shirts with their faces on too. Elmo just didn’t wear them today.
LTW: So what have you been doing while you’ve been working on Milkshake!?
E: Elmo’s been saying happy birthday to some of his friends, and to some of his friends he’s been saying get well soon and stuff like that. Oh, oh, and we did a contest for the best drawing. Elmo got to announce the name and everything!
LTW: That sounds great! How exciting was it to make Elmo’s World?
E: Well it comes straight out of Elmo’s imagination so that was really cool. It’s a lot of fun because Elmo can tell his friends that they can make worlds out of their imagination too.
LTW: And that’s been on Milkshake! every day this week too?
E: Yes! And Elmo has got to see lots of other shows too. Elmo loves Noddy and the Wotwots and Thomas and everything!
LTW: Now work’s over, what are you going to do for the rest of the day?
E: Hmm. Elmo doesn’t really know yet. Elmo will have to ask the grown-ups. Elmo is a little bit knackered now though. Just a little bit knackered, a tiny bit!
LTW: Knackered is a very English word Elmo! What else have you learnt while you’ve been here?
E: Oh, um, what is it. Elmo did it on the show… Elmo can’t remember. Elmo is losing his mind! Oh Elmo knows – (puts on cockney accent) “Alroight mate!”
LTW: Is that your English accent? That’s amazing. You must blend right in. Are you going to take a lot of presents back to Sesame Street with you?
E: Yeah, Elmo is taking lots of presents back. The easiest present to get was for Oscar (the Grouch). Elmo just went into a rubbish bin and got all the trash out of it. It was very cheap, and it’s easy to take on the plane!
LTW: It probably smells a bit though, right?
E: Yeah, but he loves that! We put it in a ziplock bag so it can go in Elmo’s case. He likes it better that way because all the fumes and everything stay inside.
LTW: So he can get a really good whiff! Have you missed all your friends on Sesame Street?
E: Well Elmo has missed where he lives, yeah, but Elmo will be there tomorrow, so it’s ok. Elmo has missed his pet goldfish Dorothy the most while he’s been away.
LTW: Hey, I heard about Dorothy earlier…
E: (panics) What! Dorothy’s ok isn’t she?!
LTW: No, no, she’s fine. Sorry to scare you Elmo. We were talking about her name, that’s all.
E: Don’t do that to Elmo! Elmo got her name from the Wizard of Oz. It’s Elmo’s favourite film.
LTW: It’s a bit scary as well though, isn’t it?
E: Yeah, but it’s ok, it’s fun. Because Elmo knows it’s all make believe. It’s not real. Elmo’s favourite book is Green Eggs and Ham by Dr Seuss.
LTW: That is a great book! You’re three years old, aren’t you Elmo.
E: Three and a half! And Elmo can count up to 20!
LTW: 20?! That’s ever such a high number Elmo. That’s older than me!
(A cough comes from the crowd of people watching us chat.)
E: Is something wrong with him?
LTW: I think there must be. Let’s move on… Does Kevin (Clash, Elmo’s puppeteer and senior Sesame Street creative advisor) enjoy working with you?
E: Yes he does! He thinks Elmo is the best thing in the world! Since sliced cake!
LTW: And how long have you been working together?
E: Uhm – about 30 years.
LTW: I thought you could only count to 20?
E: Elmo can still say the number! Elmo just can’t count up to the number!
LTW: Oh I see! So how did you two end up working together?
E: Well unfortunately Elmo had nothing to do with it. Elmo doesn’t know if he would have picked him…
LTW: You can’t say that Elmo!
E: Why not?
LTW: Because he loves you!
E: He has never said that to Elmo! He’s always putting Elmo in that box over there! That’s not love to Elmo!
LTW: That’s to keep you safe Elmo!
E: What, it couldn’t have been like a Prada bag or a Gucci bag or something? Have you seen the bag? Look at the bag! There’s no brand name on there at all!
LTW: You need to get that sorted. Do you think you and Kevin will work together much longer?
E: Yeah! If Elmo still sounds the same, Elmo will keep him. When Elmo’s voice starts sounding different, Elmo will have to let him go.
LTW: That will be very sad. Elmo, why do you think so many children across the world love you so much?
E: Because Elmo loves them! And they know it! Because when Elmo says it to them Elmo really means it. Elmo hugs them and we talk and we have playdates and we have a great time!
LTW: That’s wonderful. Thank you so much for talking to me Elmo.
E: Thank you! Goodbye! Good luck with the baby!
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