This month begins a new sponsorship deal between New Balance and Sesame Street, where the company will aim to advertise kids’ sneakers to moms of preschoolers.  New Balance is the 5th sponsor to sign on with the show in order to offset "rising production costs and federal funding challenges." 

Producers are careful not to allow sponsorship to turn into over-commercialization or product placement during the show itself, but ad campaigns will be launched on the Sesame Street website, as well as in its magazine and newsletters. 

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