Background / Challenge:
Sesame Workshop is the nonprofit educational organization behind Sesame Street which reaches 156 million children across more than 150 countries. The organization’s mission is to use the educational power of media to help children everywhere grow smarter, stronger, and kinder. Delivered through a variety of platforms, including television programs, digital experiences, books and community engagement, its research-based programs are tailored to the needs of the communities and countries they serve.
In 2004, Sesame Workshop was seeking new ways to bring the brand to audiences and had created a new interactive educational cable tv segment for toddlers and kids.
Sesame Workshop asked WANT Branding to complete a qualitative research study to evaluate a prototype of its interactive TV service and explore name candidates that would be tested in their research study.
Over a three-month period, WANT conducted two phases of qualitative research in Metarie, LA. Respondents were first led through a brief warm-up exercise including discussion on the number of TVs owned in their household, watching habits, internet usage and the toys their kids use/own.
The groups were then asked to discuss their current perceptions of the Play and Learn Channel including the current name. We then asked them to evaluate a range of alternative name ideas.
Three candidates emerged from the names tested ‘Sesame Street Games’, ‘Sesame Street NOW’, and ‘Play and Learn’. Ultimately, the current name ‘Play and Learn’ was chosen for its simplicity and ability to clearly describe the product benefits.
The Sesame Street Play and Learn Channel became a strong concept that offered learning-oriented games that were rated very highly by parents. The games provided both a high degree of fun/enjoyment and a great learning opportunity for kids. Parents felt good that their kids have access to a fun, easy to use channel for learning.
Although the Sesame Street characters bring massive appeal, it was clear that kids really liked the actual games themselves. The brand eventually evolved into “Learn, Play and Grow’ and is sold as an educational interactive software for toddlers and preschoolers.