SCHOLASTIC MEDIA UNVEILS COMPREHENSIVE INTEGRATED MARKETING CAMPAIGN FOR TV TWINS MAYA & MIGUEL


Collaborations with US Youth Soccer and Junta Hispana, Grassroots Marketing Efforts in Support of Día de los Niños and Aggressive Online Strategy Punctuate Year-Long Support for Animated Series

New York, NY (April 24, 2007) -- Scholastic Media is taking its popular animated series, Maya & Miguel™, to the people as part of an innovative new marketing strategy developed to heighten awareness and personal connections with the property.  In an innovative approach, Scholastic Media has developed a multi-tiered marketing strategy that sheds traditional advertising models, substituting community-centered events and online outreach.  The new campaign begins with a national sponsorship with US Youth Soccer, which will host Maya & Miguel branded soccer events, and broaden to include grassroots marketing efforts at several Hispanic cultural events as well as an aggressive viral marketing campaign.
 
Each of the programs supported by Scholastic Media will reinforce the core messages of the Maya & Miguel series, which has been designed to present culture and language learning as fun, relevant, and rewarding for all children, with a special emphasis on the Latino population.  Bilingual education will also play an integral role in the presentation of materials as the brand continues its support of English language learners in a natural context.
 
“This is an important strategy in marketing Maya & Miguel, and we’re excited about the direction of this campaign,” said Leslye Schaefer, SVP of Consumer Products for Scholastic Media, a division of Scholastic, the global children’s publishing, education and media company. “Our aim is truly to make Maya & Miguel the avatar of a diverse and multicultural society by imbedding the show in the fabric of our country.  It’s a challenging goal, but one we feel is achievable, especially with such a special property.” 
 
The collaboration with US Youth Soccer is a new step in experiential marketing as Maya & Miguel will have an active presence at 12 Kohl’s American Cup Tournaments across the country from March through September. At each officially sponsored event, youth soccer players will have an opportunity to play an inflatable Maya & Miguel soccer game, screen special episodes of the hit series, get their photo taken with the Maya and Miguel costume characters and receive special Maya & Miguel prizes, including DVDs and trading cards.
 
Online activities at pbskidsgo.org/mayaandmiguel and scholastic.com will complement the fun festivities at the tournaments and will include games and activities to stimulate kids’ love of soccer.
 
Scholastic Media has crafted two unique campaigns as part of its grassroots marketing efforts in support of the brand.  April 30th will usher in yet another Día de los Niños (Children’s Day), and Maya & Miguel will serve as official spokes-characters for this annual event.  Together with the National Latino Children’s Institute (NLCI), Scholastic Media has coordinated character appearances for the TV twins in some of the nation’s biggest Día de los Niños celebrations across the country, including Los Angeles and Dallas. Event activities will include, among others, Maya & Miguel character appearances, book readings, episode screenings, arts and crafts, games and a special Maya & Miguel DVD giveaway.
To highlight Hispanic Heritage Month, Scholastic Media is working with Junta Hispana to once again bring Maya & Miguel to the center of some of the nation’s biggest Hispanic Heritage Month celebrations across the country.  More information on these events is to follow.
 
In a bid to win the hearts and minds of mothers across the country, Scholastic Media is creating an online content distribution plan designed specifically for mothers with blogs.  The campaign will be timed to coincide with the US Youth Soccer games and encourage bloggers to initiate conversations on their sites prior to, during and following the events.  The concept is to build upon the virtual community created during this time so that Maya & Miguel becomes an anchor of future correspondence between mothers who blog.
 
Maya & Miguel, now in its third season, continues to be a top-rated show on PBS KIDS GO! and has established a powerful connection with its audience.  The series is designed to present culture and language learning as fun, relevant, and rewarding for all children, with a special emphasis on the Latino population. The goals of the series are to promote the value of a culturally diverse society, and to support English language learners through the presentation of language in a natural context with a special emphasis on vocabulary.  Maya & Miguel is a broad-based Scholastic initiative comprised of television, print media, school and community outreach, dynamic Web sites at pbskidsgo.org/mayaandmiguel as well as scholastic.com, and a host of ancillary products including books and DVDs.  The TV series is underwritten by Chuck E. Cheese’s and funding is provided by the Corporation for Public Broadcasting and a Ready To Learn Cooperative Agreement from the U.S. Department of Education through the Public Broadcasting Service.

About Kohl’s U.S. Youth Soccer American Cup
The Kohl's U.S. Youth Soccer American Cup provides recreational youth soccer players with an opportunity to experience a high-quality statewide tournament in a fun and festive atmosphere, fostering kids’ excitement and love for the game.
 
USYSO is non-profit and educational organization whose mission is to foster the physical, mental and emotional growth and development of America's youth through the sport of soccer at all levels of age and competition.
 
About Scholastic Media
Scholastic Media (SM), the entertainment and media division of Scholastic, is a leading producer of quality, family-oriented content across multiple platforms, including feature films, television programming, videos, interactive products and web sites, and is a major developer and marketer of children's brands worldwide. Among SM's award-winning and top-rated productions are the animated series Clifford The Big Red Dog® (PBS KIDS®); the Emmy award-winning spin-off series Clifford's Puppy Days™ (PBS KIDS); I SPY (HBO Family); The Magic School Bus® (TLC); Goosebumps®; Animorphs®; and Maya & Miguel™ (PBS KIDS GO!). SM's critically-acclaimed feature films include Clifford's Really Big Movie, The Indian in the Cupboard, The Babysitters Club Movie, and The Mighty. SM is also producing the forthcoming film The Golden Compass, based on the award-winning Philip Pullman trilogy His Dark Materials, for New Line Cinema. Scholastic is a co-creator of the new multi-platform qubo network for children, which promotes literacy and positive values through entertainment.  Provided by Scholastic, Dragon is the new pre-school series airing on qubo.
 
About Scholastic
Scholastic Corporation (NASDAQ: SCHL) is the world's largest publisher and distributor of children's books and a leader in educational technology.  Scholastic creates quality educational and entertaining materials and products for use in school and at home, including children's books, magazines, technology-based products, teacher materials, television programming, film, videos and toys.  The Company distributes its products and services through a variety of channels, including proprietary school-based book clubs, school-based book fairs, and school-based and direct-to-home continuity programs; retail stores, schools, libraries and television networks; and the Company's Internet site, www.scholastic.com.


Contacts:
BENDER/HELPER IMPACT
Brian Reinert (For Scholastic
212/689-6360