Scholastic’s hit book series and show The Magic School Bus will be supported with promotions by three top U.S. corporations starting this spring, due largely to the property’s continuing success on PBS. Dubbed ‘quirky educational fun,’ the property is celebrating its 10th year by launching partnerships with Howard Johnson’s, Hardee’s and Colgate-Palmolive. Highlights of the upcoming events will be Scholastic’s Magic School Bus and Ms. Frizzle touring attractions.
Howard Johnson’s ‘Kids Go HoJo’ campaign is kicking off this month, featuring a free FunPack for kids when parents check in, filled with Magic School Bus premiums. A national print and TV campaign in the U.S. will highlight the arrival of the traveling Magic School Bus at selected Howard Johnson locations.
Beginning in June, the Colgate-Palmolive promotion will offer The Magic School Bus books and videos in exchange for product proofs of purchase. A freestanding insert, to be sent to over 55 million households, will advertise the promotion, as will display materials in over 20,000 retail stores.
The fast-food angle of the promotion will be covered by over 3,500 Hardee’s restaurants, offering four Magic School Bus premiums in kids meals throughout July.
Scholastic’s recent licensing coup with the property reflects the program’s position as one of public television’s leading kids shows. Based on the book series of the same name by Joanna Cole and Bruce Degen, The Magic School Bus has been named ‘one of the top 10 TV shows for kids’ by Entertainment Weekly, TV Guide and Parenting Magazine.