COLORADO SPRINGS, Colo. and NEW YORK, N.Y. – The United States Olympic Committee is proud to announce that it has partnered with Sesame Workshop, the nonprofit educational organization, to be an official affiliate of Team USA through the Sochi 2014 Olympic and Paralympic Winter Games. The joint venture will include inspirational and educational online content featuring the Muppets™ from Sesame Street and Team USA athletes, a Sesame Street family pavilion at all USOC Road to Sochi Tour stops, and Sesame Street Winter Games-themed children’s apparel available at retail stores and online.
“We are thrilled to officially welcome Sesame Street into the U.S. Olympic Family,” said Peter Zeytoonjian, USOC managing director of direct marketing, consumer products and events. “Thanks to Elmo, Abby and Grover – whose special appearances at USA House during the London 2012 Olympic Games helped catalyze discussions for this partnership – now even the youngest fans will be able to show their support for Team USA through this endearing Team USA, Sesame Workshop endeavor.”
As a part of this collaboration, a portion of all sales proceeds will support U.S. Olympic and Paralympic athletes and hopefuls. The partnership was soft-launched at the Road to Sochi 100 Day Countdown event in Times Square on Oct. 29 with a Sesame Street family pavilion for children, special appearances by Cookie Monster and Zoe, and two live performances with Elmo, Abby Cadabby and one of the show’s newest human characters, Armando.
“This unique venture with the United States Olympic Committee is a wonderful way to reinforce important lessons like healthy habits, good sportsmanship, and teamwork – concepts Sesame Street has delivered for over four decades to millions of children,” said Maura Regan, Senior Vice President and General Manager, Global Consumer Products, Sesame Workshop. “This new, delightful Sesame Street content will bring together the U.S. Olympic Family with children and families around the country.”
Sesame Street will participate in the USOC’s full Road to Sochi Tour presented by Liberty Mutual Insurance, which is a 13-stop interactive sports tour that is circling the country this fall and winter. The tour officially began Oct. 29 with the 100 Day Countdown event in New York City’s Times Square. At each tour stop, Sesame Street will have a co-branded interactive family tent, and a costumed character Elmo will make special appearances at select stops. For more information on the Road to Sochi Tour, visit TeamUSA.org.
Team USA and Sesame Workshop are also teaming up to create youth-oriented digital content heading into the Sochi Winter Games, and fans will see athletes with their Sesame Street friends during Team USA’s digital send-off wishing them good luck as they head to Sochi this February. Additionally, both organizations will support the athletes through a robust social media campaign before and during the Sochi Winter Games. There will also be a Games-themed Sesame Street episode that will air in February featuring Olympic figure skating champion Evan Lysacek.
Additionally, Team USA and Sesame Workshop have teamed up to create co-branded apparel featuring the furry monsters from Sesame Street which will be available at Old Navy beginning this fall until the end of the Sochi Winter Games.
About the USOC
Founded in 1894 and headquartered in Colorado Springs, Colo., the U.S. Olympic Committee serves as both the National Olympic Committee and National Paralympic Committee for the United States. As such, the USOC is responsible for the training, entering and funding of U.S. teams for the Olympic, Paralympic, Youth Olympic, Pan American and Parapan American Games, while serving as a steward of the Olympic and Paralympic Movements throughout the country. For more information, visit TeamUSA.org.
About Sesame Workshop
Sesame Workshop is the nonprofit educational organization behind Sesame Street, the landmark television program that reaches millions of children every day in more than 150 countries. The Workshop’s mission is to use the educational power of media to help children everywhere reach their highest potential. Delivered through a variety of platforms, Sesame Workshop develops research-based content – including television programs, books, games, mobile apps and community engagement initiatives – that supports early childhood learning, helps prepare children for school, and addresses developmental needs. The Workshop’s programs are tailored to the needs of specific regions and focus on topics that help young children and families develop critical skills for lifelong learning. For more information, visit us at www.sesameworkshop.org.