Specifically, using images, actual foods, and a combination of both, analyses found that children were more likely to indicate a preference for foods when associated with characters they liked and with whom they were familiar. This was particularly true for foods within the same category (e.g. two vegetables, two fruits, or two grains), which is most often the case (say, in a grocery store). Positive character identification strongly affected choice and, ultimately, willingness to try more pieces of a healthy food.

More healthy habits

Study data has broad practical applications within the larger context of the “Healthy Habits for Life” initiative. They include informing content decisions at both Sesame Workshop and a governmental task force on advertising and media usage convened by the Joint Task Force on Media and Childhood Obesity, spearheaded by members of the Federal Communications Commission (FCC) and the U.S. Senate. In addition, researchers hope to translate the findings for public outreach efforts supporting healthy eating in preschool children.

Finally, the outcomes have influenced other choices—even Sesame Workshop’s own. The nonprofit decided to re-evaluate its partnerships with food companies so Sesame Street characters are mainly associated with healthy foods and beverages.

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