Scholastic Media Launches National Clifford The Big Red Dog Campaign Based on Clifford’s Big Ideas


It only takes a little….to BE BIG!
BE BIG! to be Supported by Extensive Multi Year Marketing Program and a BIG Launch at the World’s BIGgest Toy Store: FAO Schwarz


New York— February 2, 2009 — Scholastic Media (NASDAQ: SCHL) announced today, in anticipation of Valentine’s Day, the launch of Clifford The Big Red Dog's own cause campaign, BE BIG!™ and the creation of the BE BIG Fund. ( The national program invites everyone, big and small, to raise awareness for how Clifford’s BIG Ideas (Share, Help Others, Be Kind, Be Responsible, Play Fair, Be a Good Friend, Believe in Yourself, Respect Others, Work Together and Be Truthful) can make the world a better place. Scholastic and Clifford, in establishing the BE BIG Fund, will support community engagement opportunities that will recognize and reward others for their BE BIG actions, catalyze change in local communities and provide resources to share BIG ideas.


Scholastic has joined with specialty retailer FAO SCHWARZ for the launch of the BE BIG program and is currently carrying exclusive BE BIG tagged Clifford Plush in its flagship locations as well as in its FAO SCHWARZ boutiques in Macy’s stores nationwide. Beginning February 5th, the New York City flagship store will display BIG windows highlighting the promotion . FAO SCHWARZ will host an official BE BIG celebration in New York City on February 11th and Scholastic will donate 10% of the net proceeds from the sale of designated FAO SCHWARZ CLIFFORD BE BIG! products to the BE BIG Fund at HandsOn Network.

"The Clifford BE BIG campaign is an exciting and timely extension of what has established Clifford as an icon for families and an embodiment of the Big Ideas for character education," said Deborah Forte, President of Scholastic Media and Executive Vice President of Scholastic Inc, the global publishing, education and media company. "Clifford's Big Ideas exemplify Scholastic's longtime commitment to good citizenship and reinforces how small, simple actions make a BIG difference." It only takes a little to BE BIG!


Scholastic is working with HandsOn Network to activate the BE BIG campaign in local communities through the BE BIG fund. HandsOn Network (, a key operating arm of Points of Light Institute, is the largest volunteer management organization in the nation. The organization equips, mobilizes and inspires people to take action that change the world.

"Being big is about being big-hearted; it's about having a big spirit. Being big is something we should all do more often" said Michelle Nunn, CEO of Points of Light Institute and co-founder of HandsOn Network. "HandsOn Network is thrilled to have the opportunity to help people take action in support of Clifford's Big Ideas to make a difference."

The campaign, under the umbrella tagline of "It only takes a little….to BE BIG!" will be supported by a national print, online and outdoor advertising program. The official BE BIG! website includes a chance for users to create and send a virtual Valentine’s Day card to Clifford. For every card delivered through February 28th, Scholastic will donate one dollar to the BE BIG Fund*. Beginning in the fall, Scholastic will launch a PSA campaign showcasing Clifford's Big Ideas and mount a large-scale volunteer program to execute BE BIG ideas.

The BE BIG campaign was informed by a research study commissioned by Scholastic Media assessing the relevance of a Clifford cause campaign. This study found that 70% of parents believe the BE BIG campaign would meet a current community need, and found the BE BIG campaign highly appealing. The large majority of respondents felt the BE BIG campaign would not only be meaningful to children because it would reinforce the values and lessons that parents strive to impart, but that it would also be relevant to adults – both as parents and individuals.

The big ideas were borne out of the curriculum developed for the award winning animated television series, currently airing on PBS KIDS®. ( Now in its ninth season, Clifford consistently ranks in the top ten shows for kids 2-5 and scores high ratings with moms. Clifford enjoys 96% brand awareness among parents. The brand continues to perform well internationally with television episodes sold to more than 110 countries worldwide.

With more than 125 million books in print, Clifford is a literary classic that is embraced by parents, teachers and kids. Scholastic will release Clifford The Champion, a new hardcover by Norman Bridwell, in September 2009.

About Scholastic Media
Scholastic Media (SM), the entertainment and media division of Scholastic, is a leading producer of quality, family-oriented content across multiple platforms, including feature films, television programming, videos, interactive and audio products, and web sites, and is a major developer and marketer of children's brands worldwide.

About Scholastic
Scholastic Corporation (NASDAQ: SCHL) is the world’s largest publisher and distributor of children's books and a leader in educational technology and children's media. Scholastic creates quality educational and entertaining materials and products for use in school and at home, including children's books, magazines, technology-based products, teacher materials, television programming, film, videos and toys. The Company distributes its products and services through a variety of channels, including proprietary school-based book clubs and school-based book fairs, retail stores, schools, libraries, television networks and the Company’s Internet Site,

About Points of Light Institute
Points of Light Institute was created by the merger of the Points of Light Foundation and Hands On Network in August 2007. The result is a powerful, integrated national organization with a global focus to redefine volunteerism and civic engagement for the 21st century, putting people at the center of community problem solving. Points of Light Institute is now the largest volunteer management and civic engagement organization in the nation. Its mission is to equip, mobilize and inspire people to take action that changes the world.

About HandsOn Network
HandsOn Network, a business unit of Points of Light Institute, creates opportunities for people to apply their interests and passions to make a difference in communities. The Network is leading people from impulse to action turning their ideas for change into real projects like building wheel chair ramps, watershed protection projects and tutoring programs. 250 plus affiliates help nonprofits, community and government organizations manage and develop the leadership capacity of volunteers. In 2007 alone, these HandsOn Action Centers helped to deliver more than 33 million hours of volunteer service valued at $1.2 billion dollars.

PBS KIDS, for preschoolers, and PBS KIDS GO!, for early elementary school kids, offer all children – from every walk of life – the opportunity to explore new ideas and new worlds through television, online and outreach programs. With positive character role models and content designed to nurture a child’s total well-being, PBS’s online and community resources – including PBS KIDS online (, PBS KIDS GO! online (, PBS Parents (, PBS Teachers (, PBS KIDS Raising Readers and literacy events across the country – leverage the full spectrum of media, technology and community to build knowledge, critical thinking, imagination and curiosity. Empowering children for success in school and in life, only PBS KIDS and PBS KIDS GO! have earned the unanimous endorsement of parents, children, industry leaders and teachers. PBS is a nonprofit media enterprise owned and operated by the nation’s 356 public television stations, serving more than 115 million people on-air and online each month and reaching 99% of American homes.

About FAO Schwarz
Since 1862, FAO Schwarz has enchanted and inspired generations of families with its unparalleled selection of unique toys, unmatched customer service, and dedication to offering quality products. FAO Schwarz offers wonderful toys that help children develop their imagination, gain rich play-based experiences and physical well-being through good play. The iconic flagship store in Manhattan attracts nearly four million visitors annually and the Las Vegas shop at The Forum Shops at Caesar’s Palace, open since 1997, continues to be a destination for locals and travelers alike. In 2008 FAO Schwarz partnered with Macy’s to open nearly 700 shops inside select Macy’s across the country by 2010. One of the best-known brands in the United States, FAO Schwarz is a trusted name for quality toys to families everywhere.

Brian Reinert / Ashley Gillen BENDER/HELPER IMPACT / 212.689.6360

* Up to $20,000