CTW changes name to Sesame

Transformation steeped in our heritage, Westin sez

NEW YORK — It’s out with the old and in with the new at Children’s Television Workshop, which has changed its name to Sesame Workshop after 31 years.

The change is designed in part to lend the recognition power of the network’s flagship property “Sesame Street” to its other shows and brands, according to execs.

“I think that one of the great things about this (change) is that it is steeped in our heritage,” exec VP of marketing, communications and research Sherrie Westin told Daily Variety. “The CTW was created to make ‘Sesame Street.’ ”

“Our new name captures the essence of who we are and where we’re headed in an increasingly complex media environment,” said Sesame Workshop prexy-CEO Gary E. Knell.

Sesame Workshop will also replace the CTW logo for all its licensed products.

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