October 27, 2008

Scholastic Media Launches Goosebumps ‘Shriek Week’ Halloween Campaign With Major Marketing and Promotional Program

NEW YORK, Oct. 27 /PRNewswire/ -- Scholastic Media, licensor for Goosebumps(TM) (http://www.scholastic.com/goosebumps), the global mega-brand with over 300 million books sold in 32 languages, is giving everyone a treat this Halloween. To mark the launch of the franchise's first interactive console game -- Goosebumps HorrorLand(TM) -- and to support the robust media, publishing and merchandising program that includes TV, books, audiobooks, DVDs, costumes and more, the company will launch a targeted "Shriek Week" marketing and promotional campaign. The marketing campaign includes advertising (print, online and jumbotron), broadcast promotion, retail events and "stunts" featuring an all new creative approach.

"We have designed a unique marketing and promotion campaign to generate awareness for the breadth of the brand," said Leslye Schaefer, Senior Vice President of Marketing and Consumer Products for Scholastic Media. "Goosebumps delivers terrific thrills and chills with a dose of humor that continues to resonate with kids and families."

On Friday, October 31st, after opening the NASDAQ stock exchange, Scholastic Media brings the ultimate Halloween party to New York's Times Square. To celebrate the launch of the Goosebumps HorrorLand Video Game, Scholastic Media has invited the world's fastest pumpkin carver to take the "Goosebumps Challenge" and attempt to break the Guinness World Record for the Most Pumpkins Carved In One Hour. Elementary school teacher Stephen Clarke will attempt to break his current record of carving 42 pumpkins in one hour. In honor of his attempt, Scholastic will make a book donation to the school where Clarke teaches. Adding to the fever, a Goosebumps street team will be in full force taking pictures of pedestrians at a branded Goosebumps photo station from 9:00AM - 3:00PM ET.

Just a few blocks away, Scholastic will join forces with Toys "R" Us in Times Square to host its own Goosebumps event with live Goosebumps HorrorLand video game demonstrations and Goosebumps activities for kids. In addition, Goosebumps ads will run on the GeoffreyTron screen from now until the end of the year.

Cartoon Network is currently airing never before seen classic episodes Monday - Thursday from 8:00PM - 9:00PM. The network will also air a Goosebumps "Nightmare-athon" from 6:00AM - 11:00PM on Halloween Day. Since its return to television one year ago on the Cartoon Network, the classic Goosebumps television series has boasted a Top 5 ranking in primetime with kids 9-14. The live-action series, which originally aired from 1995-2000, tells the spookily outrageous and funny tales of ordinary kids who find themselves in extraordinary and scary situations. The television success has sparked a renewed interest in the property, which maintains an 82% brand awareness among kids 7-12, with fans both new and old.

This Goosebumps resurgence was further intensified with the release of Scholastic Paperback's Goosebumps HorrorLand, an all-new 12 book series from R. L. Stine. (http://www.enterhorrorland.com/). The Goosebumps HorrorLand series features a universe of recurring characters and serialized tales that slowly reveal the terrifying secrets hidden in HorrorLand - a frightening, vast theme park that serves as the series' backdrop. Now up to its fifth book (and audiobooks from Scholastic Audio) the series, which launched in Spring 2008, continues to build new fans.

The Goosebumps merchandising program is anchored by a new multi-platform, hair-raising video game from Scholastic Interactive. Marking the brand's first foray into gaming consoles and handhelds, Goosebumps HorrorLand is an adventure game set in a fright-themed amusement park filled with over thirty thrilling rides and bone-chilling attractions. Goosebumps HorrorLand offers the suspense, pulse-pounding action, tension and humor that defines the franchise. Goosebumps HorrorLand, the video game, is available on Wii(TM), Nintendo DS(TM) and Playstation(R)2 system.

Other brand extensions include three new DVD titles from Twentieth Century Fox Home Video, costumes from Disguise and a completely redesigned website (http://www.scholastic.com/goosebumps) featuring new games and activities.

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 and audio products, and web sites, and is a major developer and marketer of children's brands worldwide.

About Scholastic

Scholastic Corporation is the world's largest publisher and distributor of children's books and a leader in educational technology and children's media. 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 and school-based book fairs, retail stores, schools, libraries, television networks and the Company's Internet Site, http://www.scholastic.com/.

Scholastic Media

CONTACT: Brian Reinert, [email protected], or Ashley Gillen,[email protected], both of BENDER/HELPER IMPACT, +1-212-689-6360

Web Site: http://www.enterhorrorland.com/http://www.scholastic.com/http://www.scholastic.com/goosebumps