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Sesame Street Learns the ABCs of Licensing With New Breakfast Cereal

There probably hasn’t been a food product this good for reading and spelling skills since the invention of alphabet soup!

Cereal maker General Mills has partnered with Sesame Workshop to release two new brands of cereal under the Sesame Street brand.

The new cereal will begin to appear on store shelves in January and features two varieties: berry flavor with number-shaped pieces and cinnamon flavor with letter-shaped pieces. The back of each box opens like a book, featuring dual-language (English and Spanish) short stories with Elmo, one of Sesame Street’s favorite characters.

“We are thrilled to team up with Sesame Street, to launch cereals with key nutrients, delicious flavors, and playful learning opportunities to make breakfast that much more meaningful for parents and kids alike,” said Hillary Balma, Senior Brand Manager at General Mills. “We know that breakfast can be challenging for parents who are struggling to find foods that offer both the nutrition and the fun flavors kids want.”

To create meaningful playful learning opportunities at breakfast, Sesame Street Cereal boxes offer games and six dual-language stories starring Elmo. Story themes include Elmo Visits the Farm, Elmo’s Day at School, On the Go with Elmo, and others. Each story follows Elmo and his friends as they play and learn on Sesame Street and prompts questions to help kids stretch their imaginations, engage in counting, recognize shapes and letters, and more.

For over 50 years, Sesame Street, produced by the nonprofit organization Sesame Workshop, has delivered not only school-readiness lessons promoting literacy and numeracy, but also age-appropriate guidance on healthy habits, self-expression and self-regulation, empathy, friendship, and much more.

“Sesame Workshop’s mission is to help kids grow smarter, stronger, and kinder, and that means nourishing the mind and body,” said Gabriela Arenas, Vice President of Licensing, North America at Sesame Workshop. “Breakfast gives kids the boost they need to grow, play, and learn each day. We’re pleased to team up with General Mills to give families a nutritious meal choice and an opportunity to start the morning with their favorite Sesame Street friends.”

Sesame Street Cereal will be available nationwide at most major retailers beginning in January 2021.

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