In the fall of 2018, Theresa Fitzgerald, RIT GD alum and Vice President Creative Services at Sesame Workshop challenged our students to design products addressing the 'Urgency of Play' in contemporary life. In this experiment, 15 students created new, modern Sesame products by defining opportunities with physical objects intended to make kids lives better. Students imagined beyond traditional associations with Sesame Street by leveraging their brand ethos into a new vocabulary of modern concepts. Resulting designs address simplicity, functionality, beauty, uniqueness, and cleverness while clearly targeting a need. A version of this experience was also brought to New York City for Design Week in May of 2019.