(May 26) Cookie Monster may be changing his tune.

The cast of Sesame Street has joined the Produce for Better Health Foundationin a marketing campaign to be launched next year. The partnership between Wilmington, Del.-based PBH and Sesame Workshop, the nonprofit educational organization that produces Sesame Street and other children’s programs, was announced May 25.

PBH’s 5 a Day the Color Way program will be the focus of the campaign.

Lori Baer, PBH director of public relations and production, said Sesame Street plans its seasons around specific themes.

The show’s 36th season, beginning next spring,will focus on how the body works and emphasize healthy eating habits. Baer said the partnership between Sesame Workshop and 5 a Day was a natural choice.
“Sesame called us. They were looking for credible programs to promote their theme,” Baer said.

The marketing campaign will begin with retail items, such as those found in toy stores. The companies have not yet decided how to involve produce with the new items. They will be distributed nationally. Baer said the campaign is not limited, and may expand to other areas such as advertising.

Seasame Workshop is working to advance its Healthy Habits for Life Initiative to fight childhood obesity, Baer said.

This program, announced May 20 at a Capitol Hill press conference, will use Sesame Street’s retail power to promote healthy eating habits through public service announcement featuring characters from the children’s show. This initiative coincides with Sesame Street’s seasonal theme.

The marketing campaign will be fully unveiled at the Produce Marketing Association Fresh Summit in October, Baer said.