On Monday, Jan. 29, Elmo logged into X (formerly Twitter) and Facebook and shared a simple message: “Elmo is just checking in! How is everybody doing?” The overwhelming and resounding response? Not so hot.
With more than 5 million followers on Facebook and another 546,000 on X, Elmo, the beloved Muppet of Sesame Street, is a unique form of social media influencer — a character that resonates with kids and adults through thoughtful, human interaction behind the scenes.
On X, Elmo’s tweet went viral, racking up more than 205 million views as of this writing. Sans the responses from major brand accounts looking to cash in on a cultural moment, the responses from the public were, in many cases, a heartbreaking snapshot of where we are as a society that is damaged. The adults are hurting, and so are their kids.
In recent years, no doubt amplified by the emotional turmoil brought forth by the COVID-19 pandemic — something I’ve encountered with my own daughters — the toy industry’s focus on SEL (social-emotional learning) has given way to a new movement: MESH (mental, emotional, and social health). That movement saw massive support last year, with a presentation to retailers at ASTRA Marketplace & Academy in June and an extensive feature in the pages of The Toy Book in December.
Products designed with mental health in mind do more than simply comfort kids in times of distress — they foster the development of skills that build resilience in kids and will set them up for the challenges of the future. Emotional well-being is important, and it’s a wonder that it has taken the toy and game industries so long to fully support it in a meaningful way.
Amid the chatter regarding Elmo’s viral social media moment, Sesame Workshop, the nonprofit organization behind Sesame Street, reshared its resources for emotional well-being with a reminder: “Mental health IS health!”
At Spielwarenmesse in Nuremberg, Germany this week, the global toy community gathered to show off new products that will hit retail in the months (and in some cases, years) ahead. Products designed with MESH in mind can now be considered for official MESH accreditation, developed in partnership between the founders of the movement, ThinkFun and resilience expert Deborah Gilboa, MD.
No matter what your place is in the toy industry, the thought of products that can support kids’ and families’ mental and emotional well-being should be top of mind, if not already.
As for Elmo, he and his dad Louie have been enjoying some adventures this week, including an appearance on The TODAY Show. Unfortunately, their conversation about mental health was interrupted by Larry David, who, during a press tour promoting the final season of Curb Your Enthusiasm, did the most Larry David thing possible: He attacked Elmo and put his hands around the Muppet, exclaiming “Somebody had to do it!”
It was on-brand for Larry David the character, but not the right move for Larry David the person. It wasn’t the right moment, and the reaction from those on set was a swift wave of shock. David, red in the face and chuckling awkwardly, attempted to apologize before calmly stating “I’m really sorry,” twice.
Elmo, raising his voice to cut through the chatter, exclaimed “Elmo accepts your apology!”
Forgiveness. Another lesson we can all learn from Elmo. We live in a world of big feelings and big emotions, and as leaders in the business of play, we must encourage product innovations that support grownups in their efforts to support the kids in their lives.
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