The Elmo Hack Shows Why No Brand Is Safe On Social Media

On Sunday, thousands of fans saw something they never expected: Elmo, the happy red monster from Sesame Street, posting hate speech on X (formerly Twitter). Antisemitic and racist messages, plus a political attack, suddenly appeared on an account best known for family-friendly jokes and positivity. Sesame Workshop, the group behind Elmo, moved quickly to delete the posts and call them “disgusting.” But for many, the damage was already done.

This wasn’t just another celebrity account hack. This was Elmo. This was the digital hijacking of a character almost everyone trusts. The Elmo hack is a sharp reminder that no one is off-limits in the age of cyber threats, and that even a few minutes of access can have lasting consequences.

Trusted Brands, Real-World Risks

Hackers love going after big names. When they get into an account with millions of followers—or one tied to a trusted brand—they can spread their message farther and faster than on any anonymous account. This incident doesn’t appear to be about money or data theft. It was about taking something people trust and using it to shock, offend, and divide.

For years, Elmo’s account has been a place where people could count on lighthearted, wholesome content. Seeing that same account spew hate—even for a short time—breaks the spell. It creates confusion and hurt. It makes people question what, and who, they can trust online.

“The breach of Elmo’s X account is sad to see, especially because Elmo and the Sesame Street gang represent love and kindness,” declared Anne Cutler, cybersecurity evangelist at Keeper Security. “It’s scary to experience a cyberattack, but Elmo knows that bad experiences can teach us valuable lessons. Cybersecurity may seem daunting, but staying safe online is for everyone – including Elmo, kids and their trusted adults.”

The Long Shadow of Deleted Posts

Sesame Workshop acted fast. The offensive messages came down quickly, and the organization said it was working to restore control of the account. But by then, screenshots were already making the rounds on other platforms. Even after posts are deleted, their impact sticks around. This is one of the hardest realities of the internet: once something is out there, it’s almost impossible to pull back.

For brands, viral screenshots can damage years of careful reputation-building in a matter of minutes.

Where Security Fails

Most hacks like this don’t require a master cybercriminal. The tools are simple: weak or reused passwords, lack of multi-factor authentication, or falling for a phishing link. Many organizations, especially those handling well-known accounts, still haven’t locked down their security basics.

Cutler’s advice is clear: “The first steps to online security start with the basics: use strong passwords and store them in a password manager, turn on multifactor authentication for all of your accounts, learn how to recognize and report phishing, and update software as soon as updates become available.”

Programs like Flex Your Cyber—a collaborative project with groups including the National Cybersecurity Alliance and CYBER.org—are making cybersecurity education more accessible for everyone. They offer videos, games, and toolkits for kids, and families. The idea is simple: make online safety part of everyday life, for kids and adults alike.

And it matters. Research has found that 30% of parents admit they have never talked to their children about cybersecurity. Cutler stresses, “Cybersecurity starts at home, which is why we have a responsibility to support and educate the children in our lives about online safety and security.”

Lessons and Next Steps

If there’s one thing the Elmo hack makes clear, it’s that security is everyone’s problem. For organizations, that means making sure social media accounts are protected with the same rigor as bank accounts or email. For platforms, it means taking reports seriously and responding at the speed of the internet.

But it also falls to all of us to stay sharp, question what we see, and remember that even the friendliest face online can be turned against us for a moment. Cutler and Flex Your Cyber recommend four simple steps for families:

• Stay informed about online trends and threats
• Be aware of what your family is sharing
• Work together to set rules and best practices
• Keep the conversation going about online safety and privacy

Online trust is fragile, and every hack like this chips away at it. We can’t stop every attack, but we can do more to prepare. As hate groups and bad actors get bolder, it’s important not to leave the keys to the digital kingdom under the doormat—no matter whose name is on the account.

Together, we can help all children—and our Sesame Street friends—flex their own cybersecurity to keep online troublemakers away.