China Toy Fair


Scholastic Celebrates 20th Anniversary of I Spy

Scholastic Media is kicking off its 20th anniversary celebration of the I Spy franchise with the publication of I Spy Spectacular: A Book of Picture Riddles, due to be out next month. The books features riddles by Jean Marzollo and photographs by Walter Wick.  The year-long campaign will include a slate of new I Spy releases, including the I Spy Challenger for Leapster Explorer (releasing this summer), I Spy Castle for the Nintendo DS (releasing this fall), and five new titles from Briarpatch, Scholastic’s exclusive licensee for board games, puzzles, and card games.

Beginning April 11, the new products will be supported by the “I Spy a Celebration” campaign that invites audiences to participate in the largest game of I Spy online, My I Spy. Scholastic will also host a live I Spy event, “I Spy a Celebration! 20 Years; 20 Kids; 20 Riddles,” in Times Square on April 12, and Jean Marzollo will host at an event on April 9 in New York City featuring an I Spy scavenger hunt, raffle, and product demonstrations.

New “Touch & Tilt” Line of iPad Book Apps by Scholastic is Released

Scholastic Media has introduced its “Touch & Tilt” line of iPad book applications, available for purchase on the iTunes App Store. The interactive storybook applications include I Love You Through and Through, based on Scholastic’s book by Bernadette Rosetti-Shustak and illustrated by Caroline Jayne Church; The Magic School Bus: Oceans, based on the Scholastic book The Magic School Bus: On the Ocean Floor by Joanna Cole and illustrated by Bruce Degen; and Go, Clifford, Go!, based on the Scholastic book series by Norman Bridwell.

Each application allows kids to read and play independently on the iPad and also brings the book to life. For more information, visit www.scholastic.com/apps/.

Scholastic Encourages Fans to “Get Goosebumps” this Halloween

Scholastic Media, licensor for Goosebumps, has launched its second annual “Get Goosebumps” marketing and media campaign in support of the brand this Halloween season. The campaign includes new books, DVDs, a mall tour, and more.

New this month is the release of two new Goosebumps HorrorLand titles, The Wizard of Ooze and The Slappy New Year, as well as two classic Goosebumps stories, You Can’t Scare Me and Return of the Mummy, released as collector’s editions featuring new bonus material.

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Scholastic Media develops iPad apps

Scholastic Media is bringing its children’s apps for the iPhone and the iPod Touch to the iPad. The apps are based on Scholastic brands Clifford the Big Red Dog and ISpy and launched June 16 for $3.99.

Clifford’s Be Big with Words, based on the Scholastic and PBS KIDS series, encourages the development of spelling, phonics, and vocabulary skills in young readers. Users spell words and are rewarded with pictures depicting the word’s meaning.

I SPY Spooky Mansion takes users on a hidden object adventure through a mansion, where they will escape by collecting keys through solving ISpy riddles.

Both apps were launched on the iPhone last fall. ISpy Spooky Mansion has ranked among the Top 10 Paid Kids Games and the Top 20 Paid Puzzle Games categories. CLIFFORD’S BE BIG With Words has been ranked among the Top 10 Paid Educational Games as well as the Top 25 Paid Kids Games since release.

Scholastic Media Toots Horn with Animal Adventure, Inc.

Scholastic Media has announced a partnership with plush toy manufacturer Animal Adventure, Inc. Animal Adventure is the first partner under Scholastic Media’s Toots brand, which is based on the browser game Tootsville.

Animal Adventure will produce a line of plush and backpack clips that will range from $4.99 to $9.99. The products will include special codes that unlock otherwise inaccessible areas and games on the Toots website. Eight plush items will hit store shelves this fall.

Tootsville was created by RES Interactive, LLC, and features some 150 unique elephants called Toots. Users can romp through more than 30 environments while playing around 50 mini-games, all while customizing homes, producing clothing, and interacting in a social networking setting.

Scholastic Media Produces Musical Toys

Scholastic Media has announced a deal with Kidz Toyz to produce children’s music products. An electronic keyboard will be released with other musical instruments to follow.