‘I’ is for investment, Sesame Street revealed yesterday. The nonprofit behind the popular children’s TV show, Sesame Workshop, unveiled a new venture capital fund constructed through a partnership with an investment firm called Collaborative fund.

The $10 million fund will be used for startups specializing in nutrition, health, education and similar ideas for children, writes The Wall Street Journal. Entrepreneurs taking money from the fund will have the ability to work with Sesame’s creative team and potentially use popular characters like Elmo and Grover in promotions and marketing programs.

Fortune adds that Sesame’s fund “will invest up to $1 million in each startup.”