When it comes to content for tweens, magic is in the air.
Scholastic’s new tween-targeted book series Upside-Down Magic has been optioned by Disney Channel for an original TV show – ahead of the books’ arrival on US shelves later this month.
The series’ first book, penned by authors Sarah Mlynowski (Whatever After), Lauren Myracle (The Winnie Years) and Emily Jenkins (Toys Trilogy), will be released on September 29. Upside-Down Magic follows the misadventures of Nory, the youngest member of a family of elite magicians, who finds herself relegated to a class for misfits after one too many magical mishaps. There, Nory meets a group of kids with equally wonky powers.
Disney has been vocal about upping its tween-skewing content, and the company is in the midst of rolling out Star Darlings, a new wish-themed original property that includes books, short-form web content, an app, dolls and apparel.
Scholastic has also been boosting tween content. Last year, for example, the publishing and media company brought together its Infinity Ring, The 39 Clues and Spirit Animals brands under a new content and marketing-driven Worlds Collide initiative.