Nonprofit Newswire | Big Bird Could Maybe Stand to Lose a Few

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March 23, 2010; DailyFinance.com | Apparently PBS’ Sesame Street has parted ways with longtime sponsor McDonald’s. Public Broadcasting sponsorship messages have come up for a good deal of criticism relative to the increasingly thin line between those messages and actual advertising, which of course PBS does not take. In light of ever increasing public attention to childhood obesity this particular relationship likely felt increasingly absurd especially since, as this article says “internal Sesame Workshop research found that kids will eat healthy fare with their favorite characters such as Elmo and Cookie Monster on it. They’ll also do the same for unhealthy food, says Jennifer Kotler, director of research at Sesame Workshop. Hain Celestial Group (HAIN) sells a line of Sesame-branded organic food under the Earth’s Best brand that features the show’s characters. Earth’s Best remains an on-air sponsor of the beloved children’s show” (and a staple of my grandchildren’s diets). By the way, let’s not even talk about the size of Mr. Snuffleupagus.—Ruth McCambridge