“Sesame Street” Turns 55 Today! Why the Need for the Series Has 'Never Been Greater,' According to Showrunners (Exclusive)

SVP of Marketing and Development Aaron Bisman shares how the "magic" of 'Sesame Street' connects across five generations

It’s been 55 years since the popular children’s show Sesame Street first aired, but the wholesome Muppets have continued to touch viewers across generations.

Though most who are older than the show’s target demographic probably aren't tuning into the program on PBS or Max regularly (unless they have young children who watch), Elmo and his friends have likely popped up on their Instagram and TikTok feeds.

“It's such a privilege and a rare opportunity to have a 55-year-old brand that is also this active on social,” says Aaron Bisman, the SVP of Marketing and Audience Development for Sesame Street, in an exclusive chat with PEOPLE on the brand’s 55th anniversary.

“Our focus is helping children grow smarter, stronger and kinder. But what we've always known is that to help children, we also need to be engaging their adults,” he continues.

On the Sesame Street TikTok and Instagram accounts, it’s not uncommon to see a video of Elmo sitting on a stoop, encouraging the viewer to stay for a minute to “escape to a place where the air is sweet.” The same red Muppet has also been seen doing some positive affirmations with social media viewers and part of a carousel of reminders to “treat yourself with kindness.”

Though the show has morphed over the years to cater to new generations of children watching and learning from Elmo and his friends, Bisman reiterates that Sesame Street’s “magic” has an incredibly valuable place for the generations of fans.

Related: 11 Mind-Blowing Facts You Never Knew About 'Sesame Street'

“Because of the powerful bonds that five generations of fans have with our characters and with our show, it meant that we meant more to them and could do more than just make them smile,” he says when speaking of the brand’s social strategy. “We take the same curricular focus that goes into how the show is written and how educational materials are made, and we just bring those same ideas to adults.”

Though the show’s online presence has been a source of comfort for many in the sometimes unruly corners of the Internet, it also leans into some of the more comedic moments — like Elmo’s long-running beef with Rocco the rock. The 2004 clip went viral in 2022, and Bisman admits that the social team really “instigated” its continued popularity.

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“We saw a conversation happening, and what we noticed was the reaction first was to parts of Elmo's personality that didn't come out all the time but were absolutely present and part of his character,” he says. “Elmo is 3, and Elmo loves everyone and everything — except for that rock.”

The social team has combed through the archives of footage, music, scripts and other assets for the characters that have long lived on Sesame Street, working intimately with the show’s writers to ensure they’re depicting these beloved characters accurately and authentically to the audience.

“We have magic here, and what we have is so special, because it's the intersection of education, media and research,” Bisman says.

Bisman says he was a lover of Muppets long before he ever worked at Sesame Street, telling his guidance counselor his senior year of high school that he wanted to be a “muppettier” because “the magic really caught me.”

“The world keeps changing so quickly around us, but the need for Sesame Street has never been greater,” Busman continues. “The opportunity to contribute to efforts, to continue to reach so that we can teach is just incredibly rewarding.”

Related: Adorable Photos of Major Celebs Meeting 'Sesame Street' 's Stars

Offering resources and opportunities for adults to reflect on their mental and emotional well-being is also not just a social strategy for the Sesame Street team. Bisman notes that there are a plethora of resources — “particularly around emotional well-being,” he says — on the show’s website those of all ages can access and use for additional support.

“Sometimes we'll see people like, ‘I haven't thought of Elmo in so long, and he just brought a huge smile to my face.’ Seeing the reiteration of those connections is incredible,” Bisman says. “When we share emotional well-being content or other pieces [and] we see someone say, ‘I'm an adult, I don't even have children, but I needed this message’ — like that’s [an] add-on benefit.”