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Kellogg Co. is the latest marketer to form a wide-ranging, multiyear marketing partnership with "Sesame Street" parent Children's Television Workshop.

CTW, publisher of Sesame Street and Sesame Street Parents, already has tapped its multimedia resources to develop programs for Merck & Co. and Ford Motor Co. that include public service messages. Merck has been using CTW to emphasize the importance of early childhood immunization programs, while Ford has been emphasizing seat belt safety, in part by featuring Big Bird in a PSA running in conjuction with ads for the Ford Windstar minivan.


Kellogg is the latest to take advantage of CTW's integrated marketing program, and will start with print and online messages. The cereal giant will be the sole sponsor of a custom supplement to be polybagged with June issues of Sesame Street Parents. The supplement is titled "Smart Fun: 50+ Creative Ways to Play."

Kellogg also will be sole sponsor of a similarly themed area on CTW's Web site ( being launched June 18. Ford currently sponsors a car safety information area on the CTW site.

"Kellogg is looking to create media for parents with young kids, including information on nutrition, activities to raise smarter kids, anything that is part of raising healthy kids," said CTW VP-Associate Publisher Jeff Haley.

CTW and Kellogg declined to discuss financial details of the deal.

Ford is in its second year of a three-year contract. J.C. Collins, multipurpose vehicle brand manager for the auto marketer, said the "Sesame Street brand lends itself extremely well for the safety message we want to deliver. The buckle-up message is targeted at kids, and we are using the power of Big Bird to communicate that message, as well as build the brand with consumers."

Other elements of the Ford/-CTW partnership have included signage in dealerships and events featuring Sesame Street characters.

CTW worked with J. Walter Thompson USA, Detroit, on the safety PSA. For Kellogg and Merck, CTW developed the print and online messages.


Merck also is continuing with its CTW relationship and will sponsor a polybagged insert on immunization in the July/August issue of Sesame Street Parents.

In November, to coincide with the 30th anniversary of "Sesame Street," Sesame Street Parents will unveil a redesign under new Editor Susan Lapinski. Changes include bolder photography, heavier paper stock and more features that tie together the TV show, online site and print products.

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