The Brief
Sesame Workshop and S4C partnered to create a Welsh-language adaptation of Sesame Street — the first Celtic-language version of the format. The challenge was enormous: how do you take the world's most recognisable children's show and make it feel authentically Welsh without losing what makes Sesame Street special?
My Role
As Format Development Lead, I bridged the gap between Sesame Workshop's global format guidelines and S4C's vision for a Welsh-language version. I managed the creative development process, working with puppeteers, writers, educators, and Sesame Workshop's international team to develop characters, curriculum, and content that worked within the format framework while being culturally specific.
Approach
We began with deep research into Welsh childhood culture — the songs, stories, landscapes, and daily experiences that define growing up in Wales. We then worked with Sesame Workshop's curriculum team to identify how their educational framework could be expressed through Welsh cultural touchpoints.
Key creative decisions included:
- New Welsh-speaking Muppet characters designed to represent contemporary Welsh childhood
- Welsh landscapes and settings that felt specific and real, not generic
- Bilingual storylines that reflected the actual experience of growing up in bilingual Wales
- Welsh music and performance traditions woven into the educational curriculum
Outcome
Sesame Street Cymru launched to critical acclaim and strong ratings. The series received three award nominations and was praised for its authentic representation of Welsh culture and language. Sesame Workshop cited it as one of their most successful international adaptations, and it opened doors for further Welsh-language format partnerships.