• Brandweek, Wednesday, May 14, 2008 10:45 AM

One way to sell the ad space on your TV programs is to help create a product that needs to be advertised. That's what "Sesame Street" seems to be doing with New Balance, the sneaker and clothing company. "Sesame Street" and New Balance are partnering for a co-branded collection of children's shoes that will debut in July.

The $43 to $65 shoes will be backed by an ad campaign that includes TV spots during thrice-weekly "Sesame Street" shows. In-store signage will feature "street sign displays carrying the Sesame Street nameplate." The partnership is a win-win, says Christine Maddigan, marketing chief at New Balance, "offering "Sesame Street" access to specialty athletic [stores], while providing New Balance with the TV show's name as an anchor for its kids business."

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