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Busch inks deal with Sesame Workshop

2006-08-24

By Russell Meyer: It seems that Busch Entertainment is making even more news this weeks in addition to the announcements of new major attractions in Sea World San Antonio and Busch Gardens Europe. The theme park chain has signed a long term deal that will introduce the Sesame Street characters into all of the parks beginning next year. The deal also ensures licensing for Busch-owned Sesame Place, which has operated in Langhorne, PA since 1980.

According to the press release, guests can expect the first wave of Sesame themed attractions to debut in 2008. This move definitely improved Busch's standing in the family theme park business by giving it a recognizable brand for kids attractions. Currently, the Busch parks contain Shamu themed kids areas in the Sea World parks and Land of the Dragons kids areas in the Busch Gardens parks. Most people probably don't see this as a big move, but in the world of branding, Sesame Street is an extremely strong brand for families with children under 5, and Busch Entertainment has made a strong move to attraction families with small children.

PRNewswire 8/24/06

Readers' Opinions

From Jason Jackson on August 24, 2006 at 9:49 PM
Let's hope Busch brings more Kid's attractions to the Gardens!
From Derek Potter on August 24, 2006 at 11:28 PM
It is a good move. A kids franchise is one thing that Busch really needed to make good things happen for them. Hopefully they put it to good use.
From robert olson on August 27, 2006 at 8:03 PM
I'm wondering how Sesame Street characters and attractions will fit into a European-themed park like BGE?????? I'm all for more kid/family-friendly attractions at BGE, but what the heck are they thinking?? I can't imagine an 'Elmo's Land' in BGE...no matter how hard I try. Maybe they'll have the characters speak with a European accent or something...

robert olson

From David Kirby on August 29, 2006 at 2:42 PM
Now I'm fearing that I'm going to see Big Bird in the middle of France. Maybe they could put him in the Lorikett sanctuary. That might work.
From Russell Meyer on August 29, 2006 at 3:23 PM
I think Busch's aim is to create attractions and themed areas featuring the Sesame Street Characters. I doubt you'll see these characters in the existing areas. I could see an area like where the Petting Zoo at BGE used to be being turned into a Sesame Street themed area with character appearances and small kids rides. Busch is very careful to keep consistant themeing, which is why you rarely see characters or cast members from one area roaming into another.

I would have to agree with Screamscape.com's assessment that we are likely to see a Sesame Street 4-D movie in 2008 since the press release explicitly stated that only Sea World Florida would only have character appearances while the other parks would see attractions by 2008. The one thing the other 4 Busch parks have in common that SWF doesn't have is a 4-D theater.

From Erik Yates on August 29, 2006 at 8:23 PM
There is a rumor that BGT is going to close down the Python sometime soon. That would free up that whole area for some kind of Sesame Street land, but my opinion of it is that they need to fix the bit they have. I dont know about the other parks, but BGT definately has some kids rides scattered throughout the park....I'm thinking more in one area than scattered.
From W.G. Overman on August 31, 2006 at 7:51 AM
I think it is very exciting. I can't wait to see Big Bird and Oscar endorsing adult beverages
From Robert Niles on September 2, 2006 at 1:09 PM
That would explain much about Oscar, I suspect. ;-)

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