A longtime advocate of embracing cutting-edge technologies to enrich children's early learning experiences, Sesame Workshop teamed with Qualcomm to create a prototype playset that brings physical toys to life.

LAS VEGAS, Jan. 10, 2012 -- Qualcomm Incorporated (NASDAQ: QCOM) and Sesame Workshop, the producer behind Sesame Street, have joined forces to explore augmented reality experiences for children that encourage learning and imagination. A longtime advocate of embracing cutting-edge technologies to enrich children's early learning experiences, Sesame Workshop teamed with Qualcomm to create a prototype playset that brings physical toys to life. The application will be demonstrated at International CES, Jan. 10-13, in Qualcomm's exhibit (South Hall 3, Booth #30313).

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The collaborative project explores the use of a tablet with a traditional playset to make children's playtime more fun and educational. The prototype playset includes traditional elements such as common household objects, as well as figurines of classic Sesame Street characters Cookie Monster, Bert and Ernie. Additionally, the demo includes a tablet and an application that uses Qualcomm's newly branded Vuforia^™ augmented reality platform. When the tablet is pointed at the playset, the pieces and the play environment come alive through the tablet's camera, transforming the playset into an interactive experience. 

"In the past, the only place toys came to life was on TV and in movies. Today, we are bringing that magic one step closer to reality," said Jay Wright, senior director of business development at Qualcomm. "With the ability to recognize 3D objects, Qualcomm's Vuforia platform will transform the play experience. Our collaboration with the Sesame Workshop is helping us demonstrate the power of augmented reality to enrich children's lives."

Sesame Street has a long history of using cutting-edge technology to address children's developmental needs. Sesame Workshop's programs and products are thoroughly researched and tested to ensure they engage children in a way that maximizes learning.

"Much of Sesame Workshop's success can be attributed to our collaborative, research-intensive approach to the development of programs and activities," said Terry Fitzpatrick, chief content and distribution officer, Sesame Workshop. "Qualcomm's Vuforia platform offers a new dimension to mobile experiences. We think it can bring enhanced entertainment and educational benefits to children." 

Qualcomm's award-winning Vuforia platform transforms real-world objects into interactive experiences for use in gaming, interactive media and instructional applications.  With its industry-leading computer vision technology and support for more than 400 smartphones and tablets, Vuforia has been embraced by more than 17,000 developers and adopted by leading global brands to drive engagement with advertisements and product packaging.  Additional information is available at www.qualcomm.com/vuforia. 

About Qualcomm 
Qualcomm Incorporated (NASDAQ: QCOM) is the world leader in 3G and next-generation mobile technologies. For more than 25 years, Qualcomm ideas and inventions have driven the evolution of digital communications, linking people everywhere more closely to information, entertainment and each other. For more information, visit Qualcomm's website, OnQ blog, Twitter and Facebook pages.

About Sesame Workshop
Sesame Workshop is the nonprofit educational organization that revolutionized children's television programming with the landmark Sesame Street. The Workshop produces local Sesame Street programs, seen in over 150 countries, and other acclaimed shows to help bridge the literacy gap including The Electric Company. Beyond television, the Workshop produces content for multiple media platforms on a wide range of issues including literacy, health and military deployment. Initiatives meet specific needs to help young children and families develop critical skills, acquire healthy habits and build emotional strength to prepare them for lifelong learning. Learn more at www.sesameworkshop.org.