From Ernie’s playful snicker to Elmo’s iconic giggle, the Sesame Street friends have been the laughter experts for over 50 years, and now the brand has kicked off its Gift of Giggles campaign, which is aiming to celebrate and share smiles, humour and joy with fans around the world.
The months-long campaign is part of Sesame Workshop’s ongoing initiative supporting emotional well-being and mental health awareness for young children and their families.
The Gift of Giggles campaign starts with a video of Elmo waiting to tell a joke to the first person passing by and it happens to be Felix, Sesame Street’s resident chicken. Elmo stops him to ask the oldest riddle in the world, “Why did the chicken cross the road?” Felix responds, “Huh? What are you talking about?” The pair go back and forth with Felix confused about the question. He finally gives up on the conversation and says, “You know, Elmo, this has been a lot of fun, but I’ve got to get to the other side.” Elmo excitedly says, “That’s it! He said it. Happy International Joke Day!”
Other activity will include a new digital series, The Giggle Group, where Elmo & Tango, Cookie Monster, Abby and more are paired with toddlers and children to highlight what makes them giggle; a Gift of Giggles YouTube playlist featuring surprise collaborations with favourite YouTubers and celebrity friends; a summer comedy tour; a new sound matching game on sesamestreet.org; and new stories to encourage the joy of reading.
Fans can also expect to find more celebrity moments, streaming specials, digital content, live experiences, plus new products in the coming months, as the campaign rolls out in markets around the world.
“With its signature mix of laughter and learning, Sesame Street creates experiences that enrich minds and expand hearts around the world,” commented Samantha Maltin, evp, chief marketing and brand officer. “At a time when children need joy more than ever, the Gift of Giggles campaign will support their emotional well-being, with a healthy dose of laughter. Whether you’re learning about healthy habits, social-emotional skills or the ABCs, humour can turn a simple moment into an unforgettable lesson.”
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