Sesame Street Feet: New Balance Launches Sesame Street Footwear Collection

In this world of licensed characters, it’s not uncommon to see yourkids’ favorite cartoon plastered on every other tee shirt or even diaper. Usually,the addition of the character is an afterthought and easily replacedwith another. So, it was with some trepidation that I awaited theintroduction of New Balance’snew Sesame Street footwear collection this summer, but it turns out, Ihad nothing to fear. The blending of three of the most popularcharacters, Elmo, Cookie Monster and Oscar the Grouch – with NewBalance’s heritage running shoe – the 574 – is seamless. These are realrunning shoes, not merely rubber-soled vehicles for Dora or Diego. Theycost more than those superstore plastic sneaks, but the premiummaterials like EVA cushioning in the midsole and heel, solid rubberoutsole, and leather translates into comfort, support, and durability.I’m also quite happy to report that these shoes do not light up.

It looks like these characters are living in the shoe, not just pastedonto it. Each shoe has a furry tongue lining with peeking eyeballs,complementary N logos and laces, and fun Sesame Street characterdetailing. Cookie Monster does what he’s famous for, chowing down oncookies, against a black suede background, while Oscar peeks out of hisfly-infested trash can against a very grouchy green suede background,and Elmo looks happy as always, against a white leather background. Thecharacters are also integrated inside the shoe and the packaging. (Takea peak at the shoe details at newbalance.com/kids.)Future characters will be rolled out through 2009. Anya told m she islooking forward to seeing a Zoe sneaker. If they go up to size 9, Iwould love a pair of Prairie Dawns for myself!

New Balance has also sponsored Sesame Street since 2006. They are also the exclusive national sponsor of Sesame Workshop’s traveling museum exhibit, Sesame Street Presents: The Body for 2007-2010 so the collection aligns nicely with Sesame Workshop’sHealthy Habits for Life Initiative, which promotes physical activity inyoung children. Maura Regan, Vice President and General Managerof Global Licensing, Sesame Workshop said, "we are thrilled to build uponour relationship with New Balance to give children even more reasons torun, jump, smile and laugh."

The line is available in-store at Kids Foot Lockers and other select retailers nationwide. Suggested retail prices are $43 for infant sizes, $53 for preschool sizes, and $65 for grade school sizes.