Michelle Obama has announced that Sesame Street’s furry characters will be allowed to be used free of charge by the produce industry to help market fruits and veggies to kids.
The idea is to boost consumption of fruits and vegetables among children and shoppers and children who accompany them, can expect to see their favorite Sesame Street characters on bagged, boxed and individual pieces of produce in 2014, CBS News reported.
The First Lady of the United States said that this collaboration between Sesame Workshop and the produce association will show kids that “fruits and vegetables don't just make us feel good, they taste good too”
Sesame Workshop, the nonprofit organization behind the popular children’s educational program has decided to waive its licensing fee, which is a major source of income, for two years under an arrangement with the Produce Marketing Association and the Partnership for a Healthier America.
