A trip down the grocery store produce aisle could soon feel like a stroll down "Sesame Street."

Under an agreement being announced Wednesday at the White House, the nonprofit organization behind the popular children's educational program will allow the produce industry to use Elmo, Big Bird and Sesame Street's other furry characters to help market fruits and vegetables to kids.

The goal is to boost consumption of fruits and vegetables among children.

At a recent White House summit on food marketing to children, Michelle Obama urged food companies and television broadcasters to do more to promote healthier foods to youngsters.

The first lady is leading a nationwide campaign to reduce childhood obesity in the U.S.