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An immersive attraction at American Dream featuring beloved characters from Sesame Street is unveiling a series of upgrades.

After closing for about a month, the 13,000-square-foot Sesame Street Learn & Play now features several brand-new areas, including:

• Cookie Monster’s Cookie Factory: ball pit experience where kids can help “make cookies” by putting ingredient balls into play mixing machines
• Grover’s Junior Firefighter School: where little ones can participate in “hands-on firefighter training,” such as obstacle courses, hose work and firetruck driving
• Oscar’s Rotten Fun Fest: where children learn about recycling by playing “grouchy games”

There’s also a playground area where children can climb, slide, ride and explore. Meanwhile, a “laundromat” lets them sort different-colored fabrics into play laundry machines.

These additions complement fan-favorite experiences, such as exploring the rainforest in Elmo’s World, role-playing a shopping experience in Hooper’s Store, and sharing laughs with Bert and Ernie. The attraction also offers photo opportunities in front of the iconic 123 stoop and Big Bird’s nest.

Field trips and birthday parties can book the space, too.

An ‘unforgettable’ guest experience

The concept made its U.S. debut in November 2024 at American Dream. It is a collaboration between the East Rutherford megamall and Sesame Workshop, the nonprofit behind Sesame Street.

Commenting on the reopening, Sesame Workshop Senior Vice President of Global Strategic Partnerships & Themed Entertainment Jennifer Ahearn said, “We’re delivering double the fun and even more meaningful moments for families to learn and play together.

“From helping Cookie Monster ‘make cookies’ in the Cookie Factory to training alongside Grover at Junior Firefighter School, these new hands‑on experiences are designed to spark creativity, curiosity, and joyful learning,” she said.

American Dream Chief Marketing Officer Adam Petrick remarked, “We’re constantly raising the bar to deliver unforgettable experiences for our guests, and the new and improved Sesame Street Learn & Play shows how we turn something special into something truly exceptional.”

“The reimagined educational play center solidifies its status as a must-visit destination, giving families a fun, immersive, and educational experience filled with lasting memories,” he said.