Scholastic Productions has formed two partnerships with Dairy Queen and Bus Adventures Live in support of Scholastic’s The Magic School Bus, which will be starting its second season on PBS Sunday, October 8.

Running August 1 through October 31, Dairy Queen will create four items featuring Scholastic’s The Magic School Bus that will be offered to restaurant patrons. The promotion will be supported by a television advertising campaign and in-store POP displays.

In an additional promotion, Bus Adventures Live will be producing three touring productions of Scholastic’s The Magic School Bus Live, seeking an audience in over 100 cities across the U.S. These touring shows will include a 30-minute show designed for malls, a 75-minute musical stage show for theaters, and a third show that will debut in June 1997 for outdoor amphitheaters.

Felix the Cat

Film Roman has teamed up with the Dairy Queen fast-food chain to promote its series Felix the Cat, which premiered in 1995 on CBS Saturday mornings.

Dairy Queen will tie into the program with a kids meal promotion running from October to November 1997. This promotion will be supported by POP displays and in-store signage. Licensees will have an opportunity to participate in the program via couponing and rebate offers on kids meal bags.