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There's Something About Elmo

19 Nov, 2007 By: John Latchem

Is America's youth ready for more Elmo?

The lovable, furry, red monster from “Sesame Street” returns to home video next year when Genius Products and Sesame Workshop present Elmo's World: Opposites Feb. 5, 2008, (prebook Dec. 26) at $12.93.

The popular “Elmo's World” segments have been a part of the seminal edutainment series “Sesame Street” for about 10 years. The segments debuted following the explosion of Elmo's popularity in the 1990s, and feature Elmo musing about subjects he finds interesting.

“Elmo's World” is the biggest brand in the “Sesame Street” DVD line, which itself is one of the top five best-selling children's educational series, according to Home Media research. Opposites is the 16th “Elmo's World” DVD release.

“‘Elmo's World' is our most successful and sought-after DVD series,” said Scott Chambers, VP of publishing, home video and audio for Sesame Workshop.

“Elmo is a rock star for 2- to 4-year-olds,” he said. “He has this magical appeal to kids. There's something about Elmo that's really quite amazing. He has a magnetic attraction that kids can instantly relate to.”

Chambers said the segment tests well with kids both from an entertainment and educational perspective.

“They produce about 26 ‘Elmo's World' segments every year for the show,” Chambers said. “We work with the production team to create segments that work well together so we can group them by theme on DVD.”

Each DVD features three 15-minute “Elmo's World” segments and also has a curriculum, in keeping with the Sesame Workshop's educational mission.

“The concept of opposites is important for every child to learn,” Chambers said.

Elmo's World: Opposites includes the segments “Up and Down,” “Open and Close” and “Fast and Slow.”

Sesame Workshop also recently released the first two titles in its new “Play With Me Sesame” brand.

“We're very excited about these,” Chambers said. “It takes a slightly different curricular approach. It's more about activities and social emotional skills. It's like going on a play date with the ‘Sesame Street' cast.”

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