Pampers(R) Baby Dry Brand Signs on as a First Time Sponsor of Sesame Street and Plaza Sesamo on PBS KIDS(R)

Pampers(R) Baby Dry Brand Signs on as a First Time Sponsor of Sesame Street and Plaza Sesamo on PBS KIDS(R)

NEW YORK, Oct. 6 /PRNewswire/ -- As Sesame Street gears up for production of it's 37th season, focusing on school readiness, Pampers(R) Baby Dry brand and Sesame Workshop, the nonprofit educational organization behind Sesame Street, have signed a year long sponsorship agreement. Pampers(R) Baby Dry brand will be a sponsor of Sesame Street and Plaza Sesamo on PBS KIDS(R). The effective date for the sponsorship began this month with the airing of new episodes from Sesame Street's 36th season and will begin on Plaza Sesamo as of December 2005.

(Photo: http://www.newscom.com/cgi-bin/prnh/20051006/NYTH167 )

In addition to their on air messaging, as a sponsor and underwriter, the Pampers(R) Baby Dry brand will also extend to http://www.sesameworkshop.org/, Sesame Street Magazine and Sesame Family weekly email newsletters. Pampers(R) website (http://www.pampers.com/) will link to all the educational fun, interactive games and parenting messages on Sesame Workshop's website which receives over 50 million page views a month. Furthermore, they will share Sesame Workshop's content and resources to over 200,000 subscribers of the Sesame Family free weekly email newsletter and approximately 800,000 families across the United States who receive Sesame Street Magazine along with Parenting Magazine.

"Pampers is excited to continue our relationship with Sesame Workshop," said Tina Maloney, Marketing Director, Pampers. "Both Pampers and Sesame Workshop are dedicated to the healthy development of young children and we feel fortunate to be able to work with an organization devoted to the same goals."

"We are thrilled to have Pampers as an underwriter of Sesame Street and Plaza Sesamo," said Gary E. Knell, President and CEO of Sesame Workshop. "Pampers has been a long time licensee and it is wonderful to see our partnership expand. As a nonprofit educational organization, this support will help Sesame Workshop continue to bring laughter and learning to children all around the world and help them reach their highest potential."

Sesame Street reaches approximately 8 million viewers per week* on PBS KIDS(R) which is in 98% of households in the United States*.

* NTI/PBS PP, CUME (000) P2+, September 2004-June 2005 * Nielsen Media Research

About Pampers

Pampers(R) is a trademark of Procter & Gamble (NYSE:PG) and the company's largest global brand. For more than 40 years, Pampers has been helping to improve life babies and toddlers and the parents who care for them, and is the world's top-selling diaper brand. Our business is inspired by babies and toddlers, created by Pampers. For more information on Pampers and the Pampers Parenting Institute, visit http://www.pampers.com/

Two billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Bounty(R), Dawn(R), Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Actonel(R), Olay(R), Head & Shoulders(R), and Wella. The P&G community consists of almost 110,000 employees working in over 80 countries worldwide. Please visit http://www.pg.com/ for the latest news and in-depth information about P&G and its brands.

About Sesame Workshop

Sesame Workshop is a nonprofit educational organization making a meaningful difference in children's lives around the world. Founded in 1968, the Workshop changed television forever with the legendary Sesame Street. Today, the Workshop continues to innovate on behalf of children in 120 countries, using its proprietary research methodology to ensure its programs and products are engaging and enriching. Sesame Workshop is behind award-winning programs like Dragon Tales, Sagwa, The Chinese Siamese Cat, and Pinky Dinky Doo, and ground breaking multimedia productions in South Africa, Egypt and Russia. As a nonprofit, Sesame Workshop puts the proceeds it receives from sales of Sesame Street, Dragon Tales, Sagwa, and Pinky products right back into its educational projects for children around the world. Find the Workshop online at http://www.sesameworkshop.org/.

Press Contacts: Pam Hacker Zach Perles Sesame Workshop Paine PR for Pampers 212.875.6225 212.613.4924

Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20051006/NYTH167 AP Archive: http://photoarchive.ap.org/ PRN Photo Desk, photodesk@prnewswire.com Source: Sesame Workshop

CONTACT: Pam Hacker of Sesame Workshop, +1-212-875-6225, or Zach Perles of Paine PR for Pampers, +1-212-613-4924

Web site: http://www.sesameworkshop.org/ http://www.pampers.com/ http://www.pg.com/

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