It’s been 55 years since the popular children’s show Sesame Street first aired, but the useful Muppets have continued to touch viewers through the generations.
While most of those older than the show’s target demographic probably don’t follow the show on PBS or Max regularly (unless they have young children watching), Elmo and his friends have probably popped up on their Instagram and TikTok feeds.
“It’s such a privilege and a rare opportunity to have a 55-year-old brand that’s also so active on social media,” says Aaron Bisman, senior vice president of marketing and audience development for Sesame Streetin an exclusive conversation with PEOPLE on the brand’s 55th anniversary.
Big Bird and other Muppets from ‘Sesame Street’.
Everett
“Our focus is to help children become smarter, stronger and kinder. But what we’ve always known is that in order to help children, we have to engage their adults as well,” he continues.
On Sesame Street TikTok and Instagram accounts, it’s not uncommon to see a video of Elmo sitting on a table, encouraging the viewer to stay a minute to “escape to a place where the air is sweet.” The same red Muppet is also seen giving some positive affirmations with social media viewers and is part of a carousel of reminders to “treat yourself with kindness.”
Although the show has changed over the years to cater to new generations of kids who watch and learn from Elmo and his friends, Bisman reiterates that Sesame Street“Magic” holds an incredibly valuable place for generations of fans.
11 Amazing Facts You Never Knew About ‘Sesame Street’
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Ernie and Bert in ‘Sesame Street’.
Everett
“Because of the strong connections that five generations of fans have with our characters and our series, it meant that we meant more to them and could do more than just make them laugh,” he says when talking about the brand’s social strategy. “We have the same curricular focus as it relates to how the show is written and how educational materials are made, and we’re just bringing those same ideas to adults.”
While the show’s online presence has been a source of comfort for many in the sometimes unruly corners of the internet, it also relies on some of its more comedic moments — like Elmo’s long-running feud with Rocco the Rock. The 2004 clip went viral in 2022, and Bisman admits that the social team really “fueled” its further popularity.
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“We saw the conversation and what we noticed was the first reaction to parts of Elmo’s personality that didn’t come out all the time, but were absolutely present and part of his character,” he says. “Elmo is 3 years old, and Elmo loves everything and everyone – except that rock.”
The social team combed through the archives of recordings, music, scripts and other materials in search of characters that lived a long time Sesame Street, working intimately with the show’s writers to ensure they portray these beloved characters accurately and authentically to audiences.
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Grundgett and Oscar the Grouch in ‘Sesame Street’.
Everett
“We have magic here, and what we have is so special because it’s the intersection of education, media and research,” says Bisman.
Bisman says he was into the Muppets long before he even worked for them Sesame Streettelling his guidance counselor his senior year of high school that he wanted to be a “muppettier” because “the magic really got to me.”
“The world around us is changing so quickly, but the need for Sesame Street it’s never been bigger,” Busman continues. “The opportunity to contribute to the effort, to continue to reach out so that we can teach is incredibly rewarding.”
Adorable photos of big celebrities meeting ‘Sesame Street’ stars
Providing resources and opportunities for adults to think about their mental and emotional well-being is also not just a social strategy for Sesame Street team. Bisman notes that there are tons of resources—”especially around emotional well-being,” he says—on the show’s website that people of all ages can access and use for additional support.
“Sometimes we’ll see people like, ‘I haven’t thought about Elmo in so long, and he just put a big smile on my face.’ It’s amazing to see the repetition of those connections,” says Bisman. “When we share content about emotional well-being or other parts [and] we see someone say, ‘I’m an adult, I don’t even have children, but I needed this message’ — like [an] additional benefit.”
Categories: Trends
Source: HIS Education