Sesame Workshop today announced plans to update the classic Sesame Street book The Monster At The End Of This Book. The wildly popular title, starring lovable, furry old Grover, will be reissued in a sturdy board book format as The Mobster At The End Of This Book.
Sesame Street officials cited the shifting childhood media environment as the impetus behind the change. “Sesame Street no longer has a lock on the viewing habits of the toddler set,” said Sesame Workshop’s Vice President of Sales and Marketing. “Today’s preschooler has a pacifier in one hand and a remote in the other. She’s a multitasker who’s channel-surfing between our shows and Sopranos reruns. The book’s new title and content are simply an acknowledgement of that.”
Sesame Street officials also pointed to the benefits for schools of Monster’s makeover. “The Monster At The End Of This Book has always had great applicability in home and preschool settings,” says Sesame Workshop’s Director of Education and Research. “But the Mobster version can move beyond the preschool carpet circle and into the upper elementary anti-bullying curriculum. When a muppet with obvious self-esteem issues can find the strength to stand up to such profound fear – wow! Talk about a message of empowerment!”
Sesame Workshop also plans an ebook version of The Mobster At The End Of This Book, called simply At The End of This Book. “In the digital version of the story," says Sesame Workshop’s Vice President and General Manager of Worldwide Media Distribution, “anything can be at the end of the book, whether it’s something the child fears, or… something the child loves! This change gives full authorship of the story to the child. We anticipate a lot of books called The Puppy At The End Of This Book or The Ice Cream at the End Of This Book. Sure, it’s a radical change – but we think Grover would approve.”
During PBS pledge week, a special limited edition of the ebook will be made available as a bonus item. The Pledge At The End Of This Book will contain all of the content of the Mobster board book, but will allow readers to substitute images of other popular PBS characters in place of Grover, including Caillou, Clifford, and Suze Orman.
For further details, read Sesame Workshop’s entire press release here.