intro

The 2026 winter olympics are about to get a touch of fuzzy warmth. as announced on october 28, elmo—the iconic red muppet from sesame street—is heading to milan cortina to cheer on athletes, bringing along cookie monster, grover, and more of his muppet pals. Through nbcuniversal’s expansive olympic coverage, these beloved characters will appear across social media and broadcast activations before and during the February games.

“elmo is very excited to come to milan—that’s in italy!” elmo said in a statement. “elmo can’t wait to cheer on all the athletes at the olympics. Elmo’s mommy is knitting him a special red, white and blue hat. yeah, baby!”

This combo continues sesame street’s growing partnership with nbcuniversal, following its involvement in the 2024 paris olympics. It’s part wholesome entertainment, part strategic crossover—where children’s education meets the grandeur of global sports.

pre-games social rollout

Expect a stream of sesame street content across instagram, youtube, and tiktok—elmo packing his bags, grover trying on skis, and cookie monster preparing for “cookie-powered curling.” these short videos, memes, and behind-the-scenes posts build excitement leading up to February 2026.

on-air

During olympic coverage, muppets will appear in interstitials, live-reaction skits, and recap moments, cheering athletes or learning about sports from commentators. These segments act as family intermissions within the main broadcast, offering levity amid the intensity of competition.

Me hear that warm cookies taste even better at da Winter Olympics! Me can’t wait to taste test with all me new athlete friends! #MilanoCortina2026 🍪❄️💙 https://t.co/Jd8XevKkuk

— Cookie Monster (@MeCookieMonster) October 28, 2025

flow

Nbcuniversal’s marketing language—“activations”—suggests more than just screen time. expect filters, augmented-reality effects, and perhaps pop-up “muppet cheer zones” at fan sites.

value

Both the olympics and sesame street celebrate inclusion, determination, and community. Athletes and muppets alike teach audiences about persistence, teamwork, and respect. sesame street’s educational slant gives those values a child-friendly vocabulary.

rep

The muppets’ diversity—monsters, birds, grouches, and everything in between—mirrors the global nature of the games. by placing them in olympic contexts, the collab subtly reinforces multicultural unity through familiar, lovable characters.

accessible storytelling

Younger viewers might not grasp the technicalities of alpine skiing or bobsled timing, but they understand cheering, encouragement, and fun. Elmo translates complex sports moments into simple joy.

the milan, cortina backdrop

Italy’s winter games provide a visually rich setting for sesame street’s creative team.

winter

Expect snow-filled animations and cozy costumes. Elmo in earmuffs, Cookie Monster clutching hot cocoa, grover tumbling down a ski slope—it’s an irresistible visual playground. the alpine atmosphere complements sesame’s warmth with seasonal contrast.

italian

Beyond the snow, the campaign could highlight Italian culture in muppet fashion—gelato breaks, gondola rides, or Elmo attempting to pronounce “cortina d’ampezzo.” it’s a gentle way to teach geography and culture through comedy.

the roll

The roadmap likely mirrors paris 2024’s formula: teasers begin months before the opening ceremony, peak during live coverage in February 2026, and close with thank-you messages post-games.

mission

As a nonprofit, sesame workshop must ensure the collab aligns with its mission rather than commercial motives. The storytelling should remain rooted in education and kindness, not marketing spectacle.

hurdle

Live integrations within olympic broadcasts involve licensing, scheduling, and global distribution complexities. balancing entertainment with legal precision will be crucial.

media meets sports

Elmo’s Olympic adventure illustrates a broader shift in entertainment.

impression

It’s less about sports spectacle and more about the journey: two beloved friends preparing for an adventure, armed with cookies, laughter, and optimism. in that sense, the photo becomes the story’s emotional anchor—reminding us that the olympic spirit begins long before the games start.

As Elmo and Cookie Monster ready themselves for milan cortina, they embody what the olympics, at their best, represent: connection, warmth, and the shared excitement of discovery. The table could be any family’s kitchen, the cookies a stand-in for togetherness, the suitcase a symbol of new horizons. Through sesame street’s lens, even global events feel personal and coltish—proof that joy and friendship travel just as far as any athlete’s dream.

No comments yet.