Washington (CNN) - Michelle Obama doesn't need directions to Sesame Street, it comes to her.
The first lady was joined Wednesday by two of Sesame Street's popular characters, Elmo and Rosita, in the White House State Dining Room to announce a plan to use the children's characters and their neighbors on the show to market healthy foods to children.
The idea is to "get our kids excited about healthy foods," Obama said Wednesday.
Characters like Elmo and Rosita and their likeness will be licensed out free of charge to the Produce Marketing Association for use in a wide-sweeping campaign to make fruits and vegetables more attractive to children, it was announced at the event.
"Elmo loves healthy foods. Elmo thinks that fruits and vegetables are delicious," said Elmo in his high-pitched voice, and speaking of himself in the third person, which his character is known for doing.
The first lady spoke of the overwhelming amount of marketing aimed at steering children to processed foods and away from healthier alternatives.
"We've got some good ambassadors right here," she said, referring to Elmo and Rosita. Obama's interacted with the characters before, having made an appearance on Sesame Street to promote her "Let's Move!" initiative for physical activity.
The first lady recently concluded a meeting of food industry representatives sponsored by the White House on the marketing initiative. According to a statement from her office, Obama used the meeting to call "on stakeholders to leverage the power of marketing to promote healthy products and decrease the marketing of unhealthy products to kids."
Healthy eating and physical activity have become Obama's core issues as first lady.
"The deck is stacked against healthy foods," she said.
It's hard to deny a corporate element to the initiative, with the Produce Marketing Association representing the food industry.
Representatives of the Partnership for a Healthier America, formed in conjunction with Obama's Let's Move! campaign were also present.
Obama was joined after the event by area school children in the White House garden for the annual fall harvest. Elmo and Rosita were there to offer encouragement. The garden has become central to Obama's push for healthier eating.