Sesame Workshop facts for kids
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| Founded | May 20, 1968 |
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| Founders | Joan Ganz Cooney Lloyd Morrisett |
| Type | Non-profit |
| Legal status | 501(c)(3) |
| Headquarters | 1900 Broadway, New York, NY 10023 1 Lincoln Plaza |
| Location |
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Region served
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Worldwide |
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President
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Sherrie Westin |
| Sherrie Westin | |
| Subsidiaries | Sesame Street Inc. Sesame Workshop Communications Inc. Sesame Workshop Initiatives (India) Private Limited Sesame Street Brand Management and Services (Shanghai) |
| Revenue | US$104,728,963 (2014) |
| Expenses | US$111,255,622 (2014) |
| Employees | 813 (2013) |
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Formerly called
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Children's Television Workshop (CTW) (1968–2000) |
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Sesame Workshop, also known as SW, is a special organization that creates educational TV shows and other media for children around the world. It started as the Children's Television Workshop (CTW). Its most famous show is Sesame Street, which has taught millions of kids for decades. Joan Ganz Cooney and Lloyd Morrisett came up with the idea to create this organization. They spent two years, from 1966 to 1968, planning and finding money for their new TV series. Cooney became the first leader of the Workshop. Her appointment was seen as a very important moment in television history.
Sesame Street first aired in the United States on November 10, 1969, on National Educational Television (NET). Later, it moved to the Public Broadcasting Service (PBS). The Workshop officially became an organization in 1970. Researchers Gerald S. Lesser and Edward L. Palmer helped create a special way of planning, making, and checking the shows. This method, called the "CTW model," made sure that TV producers and educators worked closely together. The CTW used this successful model for other shows like The Electric Company and 3-2-1 Contact. The early 1980s were a bit tough financially for the Workshop. However, by 1985, deals to license their characters and products helped make their money stable again.
After Sesame Street became popular, the CTW started other projects. They published books and music, and created international versions of their shows. In 1999, the CTW worked with MTV Networks to launch an educational TV channel called Noggin. They later sold their part of Noggin to Viacom in 2002. Sesame Workshop made several original shows for Noggin, such as The Upside Down Show, Sponk!, and Out There. In June 2000, the CTW changed its name to Sesame Workshop. This new name showed that they did more than just make TV shows.
By 2005, the money earned from international versions of their shows reached $96 million. In 2008, licensing the Sesame Street Muppets for toys and other products brought in $15–17 million each year. Sherrie Rollins Westin became the president of Sesame Workshop in 2021.
Contents
The Story of Sesame Workshop
How Sesame Workshop Began
The Idea for Educational TV
In the late 1960s, almost every home in America had a TV. Young children watched a lot of television, about 27 hours each week. Studies showed that kids who were ready for school did better and learned more easily. However, children from families with less money often had fewer ways to prepare for school. Research found that these children sometimes struggled more with school skills. Scientists realized that good early education could really help children's minds grow.
In 1966, Joan Ganz Cooney had a dinner party. Among her guests were Lloyd Morrisett and his wife. Joan Cooney made documentary films for public television and had won an Emmy Award. Lloyd Morrisett worked for the Carnegie Corporation, helping to fund educational research. He wanted to find ways to help many children get a good early education. Joan believed TV could help change society for the better. At the party, they started talking about using television to teach young children. This conversation began a long partnership between them. Soon after, Joan Cooney was asked to study if an educational TV show for preschoolers was possible.
In the summer of 1967, Cooney took time off from her job. With money from the Carnegie Corporation, she traveled across the U.S. and Canada. She talked to experts in child development, education, and television. Her findings were put into a report called The Potential Uses of Television in Preschool Education. This report explained what the new TV show, which became Sesame Street, would be like. It also suggested creating a new company to make the show. This company later became the Children's Television Workshop (CTW).
Creating the Children's Television Workshop
For two years, Cooney and Morrisett worked on the new show. They raised $8 million to fund Sesame Street and set up the CTW. Cooney thought the show would naturally air on PBS. Morrisett was open to commercial TV, but major networks turned them down. Looking back, this was a huge missed opportunity for those networks. Morrisett was very good at finding money. He secured large grants from the U.S. government and several foundations. Cooney led the creative side, hiring the teams for production and research. This mix of government and private funding helped protect them from money problems.
Cooney wanted to use research to make the show better as it was being made. She also wanted independent studies to see how much children learned from watching. In 1967, Morrisett asked Harvard University professor Gerald S. Lesser to lead the Workshop's research department. Lesser had met Morrisett when they were both psychology students at Yale. In 1972, the Markle Foundation gave money to Harvard to create a research center for the CTW. This center did about 20 major studies on Sesame Street and its effects on young children. Lesser also led the Workshop's advisory board until 1997. This board was special because it actively helped design the show, instead of just approving decisions. About 8–10% of the Workshop's first budget was spent on research.
The CTW's first research director was Edward L. Palmer. He helped create the show's educational goals and built the research team. Lesser and Palmer were the only scientists studying how children and television interacted at that time. They developed the "CTW model," which brought together TV producers and educators. Cooney called this teamwork an "arranged marriage."
The CTW spent 8% of its first budget on telling people about the show. They wanted to reach educators, the TV industry, and their target audience: children in cities and their families. They hired Evelyn Payne Davis to manage community outreach. Bob Hatch was hired to publicize the new series before and after it premiered.
Some people doubted Cooney's ability to lead the CTW. This was partly because she lacked executive experience and was a woman in a high-level position at the time. However, with help from her husband and Morrisett, the investors realized they needed her. She was named executive director in February 1968. Her appointment was a big deal, making her one of the first female executives in American television. The Children's Television Workshop was officially announced on May 20, 1968.
After becoming director, Cooney hired Bob Davidson to make agreements with about 180 public TV stations. She also put together a team of producers. Jon Stone handled writing and casting. David Connell managed animation. Samuel Gibbon connected the production and research teams. These producers had worked together on another children's show, Captain Kangaroo. Cooney later said they were "a genius" team. Sesame Street premiered on November 10, 1969. The CTW officially became a company in 1970, after seeing the show's success. Morrisett was the first chairman of the CTW's board for 28 years.
Growing and Changing Over Time
Early Shows and New Ideas
During Sesame Street's second season, the Workshop created its second show, The Electric Company, in 1971. Morrisett used the same successful fundraising methods. The Electric Company stopped making new episodes in 1977 but continued in reruns until 1985. It became a very popular show in American classrooms and was brought back in 2009. In the early 1970s, the Workshop tried making shows for adults. However, they found it hard to reach all types of people. They produced a medical show called Feelin' Good from 1971 to 1974, but it didn't find a large audience. In 1977, they aired an adult drama called Best of Families, which only lasted a few episodes. After these experiences, the Workshop decided to focus only on children's programs.
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Throughout the 1970s, the CTW also focused on creating educational materials for preschools. They used mobile viewing units to show Sesame Street in different communities, including inner cities and migrant worker camps. In the early 1980s, the CTW started the Preschool Education Program (PEP). This program helped preschools use Sesame Street as a learning tool, combining TV viewing with books and activities. The Workshop also provided materials for children and adults who didn't speak English. Starting in 2006, they created PBS specials and DVDs about how military families are affected when soldiers are deployed. Other projects focused on families of prisoners, health, and safety.
Adapting to New Challenges
The 1980s were a difficult time for the Workshop. Some bad investments in video games, movies, and theme parks caused financial problems. Bill Whaley was brought in to work on licensing deals, which helped stabilize revenues by 1986. Despite these money troubles, the Workshop continued to make new shows. 3-2-1 Contact premiered in 1980 and ran for seven seasons. It was easy to find funding for this and other science shows like Square One Television (1987-1992). This was because organizations like the National Science Foundation were interested in supporting science education.
Becoming Sesame Workshop
Joan Cooney stepped down as chairman and CEO of the CTW in 1990. David Britt, who had been her "right-hand" for many years, took over. Cooney then became chairman of the Workshop's executive board, focusing more on creative projects. In 1995, the Workshop reorganized and reduced its staff. In 1998, for the first time, they accepted money from corporations for Sesame Street and other programs. This decision was criticized by some, but the Workshop said it was needed because government funding had decreased.
Also in 1998, the CTW invested $25 million in an educational cable channel called Noggin. Noggin was a partnership between the CTW and MTV Networks. It launched on February 2, 1999. Gary Knell, a leader at CTW, explained that a new channel would help their programs reach more people. Noggin's early shows were mostly older programs from the CTW's collection.
In 2000, profits from the Noggin deal and the popularity of "Tickle Me Elmo" helped the CTW buy back the rights to the Sesame Street Muppets. They bought these rights from a German company called EM.TV for $180 million. This deal also included a small share Henson had in the Noggin channel. Gary Knell said everyone was happy to bring the Muppets "home." This protected Sesame Street and allowed the organization to grow internationally.
The Children's Television Workshop changed its name to Sesame Workshop on June 5, 2000. This new name better reflected all their activities beyond just television. On the same day, Gary Knell became the new president and CEO. Under Knell's leadership, Sesame Workshop created many original shows for Noggin. One was Sponk!, an interactive game show that taught teamwork. They also co-produced Play with Me Sesame, a Sesame Street spin-off. On April 1, 2002, Noggin launched a night-time block for teenagers called The N. Sesame Workshop created its first teen drama, Out There, for The N.
In August 2002, Sesame Workshop sold its share of Noggin to Viacom. This sale helped SW pay off some debt. However, Sesame Workshop continued to be involved with Noggin's programming. Viacom made a deal to keep broadcasting the company's shows. The last show they worked on together was The Upside Down Show, which premiered in 2006.
Outside of Noggin, Knell helped create the cable channel Sprout in 2005. Sprout (which later became Universal Kids, and shut down in March 2025) was a partnership between the Workshop, PBS, HIT Entertainment, and Comcast. These partners contributed shows from their libraries to the new network. After seven years, the Workshop sold its share in Sprout to NBCUniversal in December 2012.
In 2007, Sesame Workshop started The Joan Ganz Cooney Center. This independent organization studies how to improve children's learning using digital technologies. It focuses on creating educational tools, just like Sesame Street was developed.
The economic downturn of 2008–2009 affected many non-profit groups. In 2009, Sesame Workshop reduced its staff by about 20%. In 2013, despite earning a record $16 million from investments, they again reduced staff by 10%. They said this was necessary to focus resources in the fast-changing digital world. In 2011, Knell left Sesame Workshop to lead National Public Radio (NPR). H. Melvin Ming, who had been the chief financial officer, took his place. In 2014, H. Melvin Ming retired. Jeffery D. Dunn, an executive from HIT Entertainment and Nickelodeon, became his successor. Dunn was the first manager not previously connected to CTW or Sesame Workshop. In 2021, Dunn retired, and Sherrie Rollins Westin became the new president.
In 2019, The Hollywood Reporter shared that Sesame Workshop's operating income was about $1.6 million. Most of its money from grants and licensing went back into creating content. Its total operating costs were over $100 million per year. These costs included salaries, rent for offices, production facilities, and making content for YouTube. The organization employed about 400 people, including many skilled puppeteers. Money from royalties and distribution fees was their biggest source of income, at $52.9 million in 2018. Donations brought in $47.8 million. Licensing toys and clothing earned $4.5 million.
On March 6, 2025, Sesame Workshop announced plans to make its operations smaller. This was due to Warner Bros. Discovery not renewing its U.S. distribution deal for Sesame Street. Policy changes affecting federal funding also played a role. Sesame Street was later picked up by Netflix on May 20, 2025.
How Sesame Workshop Gets Funding
After Sesame Street became a hit, the CTW started thinking about how to keep the show going. Their first funding sources were for starting projects, not for long-term support. The U.S. government was sometimes hesitant to fund public television. However, the Workshop used Joan Cooney's fame and the show's popularity to keep funding. People would have been very upset if the series lost its money. Eventually, the CTW received its own line in the federal budget. By 2019, the U.S. government provided about four percent of the Workshop's budget.
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Sesame Street was the first public broadcasting show that could earn a lot of money. Marketers quickly noticed the show after it premiered. The Workshop explored ways to earn money through licensing, publishing, and international sales. It became a "multiple media institution," just as Cooney had imagined. Licensing deals became a key way to fund the organization and future projects. Muppet creator Jim Henson owned the rights to the Muppet characters. He agreed to market them when the CTW promised that profits from toys and other products would only be used to fund the Workshop. The producers insisted on having full control over all products. Any product linked to the series had to be educational, affordable, and not advertised during Sesame Street broadcasts. Cooney emphasized being careful and smart with their marketing efforts. In the early 1970s, the CTW worked with Random House to create a division for non-broadcast materials. Christopher Cerf helped the CTW publish books and other materials that matched the show's lessons. By 2019, Sesame Workshop had over 500 licensing agreements. Its total revenue from licensing in 2018 was $35 million. Millions of children play with Sesame Street-themed toys every day.
Books and Magazines
In 1970, the CTW created a department to manage "nonbroadcast" materials based on Sesame Street. The Workshop decided that all licensed materials would support the show's lessons. For example, coloring books were not allowed because the Workshop felt they limited children's imaginations. CTW published Sesame Street Magazine in 1970. This magazine also included the show's learning goals. Research was done for the magazine, first by CTW's research department, then by the Magazine Research Group.
Working with Random House, the CTW hired Christopher Cerf to manage Sesame Street's book publishing. In its first year, this division earned $900,000 for the CTW. Cerf later left to write music for the series. Bill Whaley eventually replaced him. Ann Kearns, a vice president at CTW, said Whaley helped expand licensing to other products. He also created a licensing model that other children's series used. As of 2019, the Workshop had published over 6,500 book titles. Researcher Renee Cherow-O'Leary said in 2001 that the CTW's print materials have been a lasting part of Sesame Street's history. For example, the death of the character Mr. Hooper was featured in a book called I'll Miss You, Mr. Hooper. This book was published after the show covered the topic in 1983. In 2019, Parade Magazine reported that 20 million copies of The Monster at the End of the Book and Another Monster at the End of this Book had been sold. These were the top two best-selling e-books. The Workshop's YouTube channel had almost 5 million subscribers.
The Power of Music
According to director Jon Stone, Sesame Street music was unique for children's TV. For the first time, the songs had a specific purpose and related to the show's lessons. Cooney noticed that children liked "commercial jingles." So, many of the show's songs sounded like TV advertisements.
To attract the best composers and lyricists, the CTW let songwriters keep the rights to their songs. This meant writers could earn good money, which helped the show keep talented people. Scriptwriters often wrote their own lyrics. Famous songwriters included Joe Raposo, Jeff Moss, Christopher Cerf, Tony Geiss, and Norman Stiles. Many Sesame Street songs became "timeless classics." These included "Can You Tell Me How to Get to Sesame Street?", "I Love Trash", "Rubber Duckie", "Bein' Green", and "Sing". Many songs were recorded by well-known artists like Barbra Streisand and Paul Simon. By 2019, 180 albums of Sesame Street music had been produced.
The show's first album, Sesame Street Book & Record, was a big success in 1970 and won a Grammy Award. Parade Magazine reported in 2019 that the show's music had won 11 children's Grammys. Joe Raposo won three Emmys and four Grammys for his work on the series.
Sharing Sesame Street Worldwide
Soon after Sesame Street started in the U.S., producers from other countries asked to make their own versions. Cooney was surprised, thinking they had created a very American show. But it turned out the Muppets were popular everywhere. She hired former CBS executive Mike Dann to manage these international requests. Dann began setting up what were called "co-productions." These were independent shows with their own sets, characters, and learning goals.
The first international versions were simple. They were dubbed versions of the U.S. show with local languages. If a country needed it, dubbed versions continued to be made. Eventually, a version of the CTW model was used to create new, independent preschool TV shows in other countries. By 2006, there were twenty co-productions. In 2001, over 120 million people watched international versions of Sesame Street. By the show's 50th anniversary in 2019, 190 million children watched over 160 versions in 70 languages. In 2005, The New York Times reported that money from co-productions and international licensing was $96 million. Experts said in 2000 that the Children's Television Workshop was the largest informal educator of young children in the world.
Digital Fun and Theme Parks
Ten years after Sesame Street premiered, the CTW started exploring new technologies. In 1979, they planned a theme park, Sesame Place, which opened in 1980 in Langhorne, Pennsylvania. Later, three international parks were built: Parque Plaza Sesamo in Monterrey, Mexico, Universal Studios Japan, and Vila Sesamo Kids' Land in Brazil. One part of Sesame Place was a computer gallery with 55 computer programs. This team grew into the Children's Computer Workshop (CCW) in 1982. It later became the Interactive Technologies division of the CTW. Researchers noted that no TV show could be as interactive as computer games. The CTW used this idea to create educational software based on the TV series.
In 2008, Sesame Workshop began offering clips and full episodes online. These were available on websites like Hulu, YouTube, and iTunes. The "Word on the Street" segments became very popular online. Sesame Workshop won a Peabody Award in 2009 for its website, sesamestreet.org. In 2010, the Workshop started offering a library of over 100 eBooks for a subscription fee. The electronic publishing platform was managed by Impelsys.
See also
In Spanish: Sesame Workshop para niños
- List of Sesame Workshop productions
- Avenue Q
- Higher Ground Productions
- The Muppets Studio
