The creators of Sesame Street are heading to Beijing next month, in search of a Chinese publishing partner with which to launch three series of books. They will also be looking for sponsors to help them revive a Sesame Street—based program that ran on Shanghai Television from 1998 to 2001.
"We're just looking to build the brand in China," said Sesame Workshop spokesperson Beatrice Chow. The three book series are titled School Readiness, Thinking Child and Learning Environment. Warner Bros. and Sesame Workshop will unveil the series at the Beijing Book Fair, scheduled for September 17—21. Sesame Street—or, as it's known in China, Zhima Jie—is seen in about 80 countries.
