Popular kids' entertainment property becomes Team USA's official affiliate
Sesame Workshop has partnered with The United States Olympic Committee to become an official affiliate of Team USA through the Sochi 2014 Olympic and Paralympic Winter Games.
The venture will feature inspirational and educational online content starring the Sesame Street characters and team USA athletes, a family pavilion and Sesame Street Winter Games themed apparel.
A part of all proceeds from this joint venture will support US Olympic and Paralympic athletes and hopefuls, as well as contribute to Sesame Workshop's global initiatives that help children everywhere reach their highest potential.
The partnership was soft-launched at the Road to Sochi 100 day Countdown event in Times Square on October 29th, with appearances from popular Sesame Street characters.
Peter Zeytoonijan, USOC managing director of direct marketing consumer products and events, said: "We are thrilled to officially welcome Sesame Street into the US Olympic Family.
"Thanks to Elmo, Abby and Grover, whose special appearances at USA House during the London 2012 Olympic Games helped catalyse 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 endeavour."
Team USA and Sesame Workshop are also teaming to create youth oriented digital content heading into the Winter Games, allowing fans to see athletes with their Sesame Street friends during the team's digital send-off.
Additionally, young fans can support Team USA by wearing their favourite furry monsters on co-branded Team USA, Sesame Street products. Toddler sizes will be available for purchase at Old Navy this autumn.