Why Iconic Childhood Characters Are Popping Up In Culture
From Elmo’s Chicken Shop Date debut to the Teletubbies at The Eras Tour, these pop culture appearances are a deliberate strategy to bridge nostalgic parents with the next generation.
Back with another edition after a very busy weekend. The fam was in town, which meant giving the full NYC holiday tour, Times Square included. 🫠
After talking with a co-worker (shoutout Gianpaulo) about this last week and walking past those giant character mascots posing with tourists in Midtown, I started thinking about the resurgence of childhood characters in today’s digital landscape.
Have you also noticed your favorite childhood icons popping up on your TikTok feed or favorite YouTube shows?
Naturally, this leads one to think, WTF is going on here?
I flashed back to the beginning of 2024 when Elmo casually checked in on fans with a simple tweet: “How’s everybody doing?” The post went viral, racking up 221 million views. While the quote tweets are hilarious (seriously, go take a look), it’s clear there’s an appetite for something here.
But it’s not just one tweet. Elmo has been everywhere this year. He was a standout at the Paris Olympics, posing with legendary athletes, touring iconic landmarks, and even creating custom content with The Today Show.
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And it doesn’t stop there. Elmo has been on quite the media blitz, popping up on daytime and late-night TV, including The Kelly Clarkson Show and The Tonight Show with Jimmy Fallon.
His most unexpected appearance? Three weeks ago, he showed up on Chicken Shop Date with Amelia, the cult-favorite YouTube series known for its quirky, deadpan interviews. Seeing Elmo navigate Amelia’s awkward silences and questions was both surreal and really funny.
He also just posted his 2024 Wrapped, riffing on the Spotify Wrapped trend that so many Gen Z and Millennials share this time of year. It’s a small but telling signal that the team managing his IP is tuned into culture and actively working to resonate with this audience.
But if you thought that this was just an Elmo thing, wrongo! (Grinch reference that I hope someone picked up on).
Donald Duck was on Hot Ones three months ago, downing wings with Sean Evans and fielding questions about his girlfriend Daisy and his long career in cinema. Shoutout to the editing team for making it feel like a legit interview. Seriously impressive work.
And let’s not skip over the Teletubbies, who were spotted a few months ago at Taylor Swift’s Wembley Stadium concert, handing out friendship bracelets and hugs.
So Why Are These Characters Showing Up In Pop Culture
As fun as it is to imagine that Elmo and the Teletubbies are just randomly popping up for no reason, this is far from a coincidence. It’s a strategic move. These characters are bridging generations, reconnecting with older Gen Z/younger Millennials who grew up with them and are now either parents or considering starting a family.
For brands like Sesame Street, it’s about creating opportunities for shared family experiences. By tapping into parental nostalgia, they’re encouraging moms and dads to introduce their children to the magic of these beloved characters for the first time.
And this strategy couldn’t come at a better time.
Kids’ viewing habits have radically transformed in recent years. Traditional TV shows on cable, where many of these characters first found fame, have taken a backseat. Today, kids are turning to YouTube to watch their favorite content creators, like Mr. Beast, and to discover shows like SpongeBob SquarePants, Peppa Pig, and Paw Patrol.
The Data Speaks For Itself
The numbers don’t lie. Kids aged 2 to 11 watch three times as much YouTube as Disney+ programming, according to Nielsen. A new study by Precise TV and Giraffe Insights found a 30% increase in kids’ YouTube consumption, while usage of paid streaming services dropped by 53% and free video-on-demand services fell by 40%. Even content from Paramount’s Nickelodeon, once a powerhouse on cable, is now more often watched on YouTube than on platforms like Netflix or Hulu.
Sesame Street is a standout example of adapting to this shift. By leaning into YouTube as a distribution channel, they’re meeting kids where they are. But the pop culture appearances we’ve seen this year, from Elmo on Chicken Shop Date to the Teletubbies at The Eras Tour, take this a step further. These moments capture the attention of parents, sparking nostalgia and excitement, and creating a bridge for kids to discover these timeless characters.
I’d personally like to see a little more effort out of the Barney crew cause that was MY GUY. But hey, I’ll take an Elmo pop-out any day over nothing.
Until next time, keep thinking outside the banner ad. ✌️