To mark the 20th anniversary of the I Spy brand, Scholastic Media is launching a year-long marketing campaign supported by franchise-related releases across publishing, gaming, and consumer products platforms.
The campaign will kick off next month in conjunction with the publication of I Spy Spectacular: A Book of Picture Riddles by Jean Marzollo. A coinciding board game from Briarpatch, Scholastic’s exclusive licensee for board games, puzzles and card games, will also be released in the spring.
I Spy Super Challenger for Leapster Explorer will follow this summer and I Spy Castle for Nintendo DS will hit retail this fall. The new titles will add to the current library of I Spy interactive releases available on platforms such as the Wii, Nintendo DS, LeapFrog Tag Reading System and Leapster in addition to the apps available for iPod Touch, iPhone and iPad.
The new products will be supported by the I Spy A Celebration campaign that will include a national promotional effort that invites audiences to personalize their own My I Spy at www.scholastic.com/ispy. Currently, Scholastic is hosting two I Spy anniversary sweepstakes, one in conjunction with the recent launch of branded fruit snacks and another through Scholastic Book Clubs.
Since the first I Spy book was published in 1991, the program has expanded to include 42 million books in print a TV series that currently airs on HBO Family in the US and has been sold to more than 20 countries in 12 languages worldwide.