Scholastic Media Announces Eerily Extensive Media and Marketing Campaign for GOOSEBUMPS™ This Halloween

New Get Goosebumps™! Campaign Launches with Multi-City Mall Tour,
Episodes on Cartoon Network and iTunes®, New Promotional Partnerships and Products
and an iPhone App To Support Frighteningly Fantastic Franchise


NEW YORK – October 12, 2009 – Scholastic Media, licensor for Goosebumps™, the global mega-brand with over 300 million books sold worldwide in thirty-two languages, is introducing an aggressive marketing and media campaign in support of the brand this Halloween season. The Get Goosebumps! campaign will feature a multi-city mall tour, airings of the original TV series on Cartoon Network, two new national promotional partnerships, promotions on iTunes, a live webcast with author R.L. Stine during “Shriek Week”, new DVD and book releases and more.

“While children and families are certain to “Get Goosebumps” all year long, Halloween is the perfect time of year to provide fans with additional thrills and chills and reach new fans,” said Leslye Schaefer, Senior Vice President of Marketing and Consumer Products for Scholastic Media. “Get Goosebumps! is part of an aggressive multiplatform strategy that showcases Goosebumps across a variety of entry points.”

The campaign will include visibility through the following initiatives:

Get Goosebumps on Cartoon Network:
Cartoon Network will air classic episodes from the TV series five days a week at 4:30PM ET/PT for the month of October. Episodes also debuted on iTunes on October 5th in the U.S.; the “Night of the Living Dummy” episode will be in available in their free store for a one week period beginning in mid October.

Get Goosebumps at Taco Bell:
A deviously delicious national partnership with Taco Bell begins October 12th and will run through November 15th at Taco Bell restaurants with Goosebumps featured in a QSR Kid’s Meals campaign. Included within the Kid’s Meals bags will be one of four premiums packaged in collectible boxes that showcase classic Goosebumps books and information on the new Goosebumps HorrorLand series from Scholastic.

Get Goosebumps with AAA:
The American Automobile Association’s (AAA) Halloween Safety promotion will feature Goosebumps on millions of co-branded bookmarks, treat-bags and posters to be distributed by AAA clubs through schools, law enforcement officers, at theme parks, grocery stores and libraries nationwide. AAA will also distribute a $2 off AAA member coupon towards the purchase of either of the two new Goosebumps DVD releases – The Headless Ghost and Attack of the Jack-O’-Lanterns – out this fall from Twentieth Century Fox Home Entertainment.

Get Goosebumps at the Mall!
Scholastic Media introduces the national Get Goosebumps! Mall Tour: Every Saturday throughout the month of October in select cities, a variety of free, fright-filled Goosebumps-inspired activities will be available for kids and families. Fans can enjoy a complete Goosebumps experience with the opportunity to star in and send their own prank Get Goosebumps video, to demo the Goosebumps HorrorLand video game for the Wii, to take their picture as a Goosebumps Horror and more. The tour includes stops at the Tacoma Mall (Tacoma, WA), the Westminster Mall (Orange County, CA), the Mall of Georgia (Buford, GA), the Briarwood Mall (Ann Arbor, MI) and finally the Smith Haven Mall (Lake Grove, NY).

Get Goosebumps With R.L. Stine:
Scholastic has designated the week leading up to Halloween as “Shriek Week” – and students all over the country will be invited to Get Goosebumps with bestselling author R.L. Stine – who will be featured in a live webcast on October 28th at 1pm EST – which will be hosted by New York Times reporter and Goosebumps reader, Brian Stelter. A tie-in writing contest will see one lucky student and school win a Goosebumps prize package.

Get Goosebumps Books!
New this month, the ultimate chilling companion to the Goosebumps HorrorLand series: Welcome to HorrorLand: A Survival Guide, plus two classic Goosebumps stories, complete with bonus materials: Goosebumps: The Werewolf of Fever Swamp and Goosebumps: A Night in Terror Tower. The Goosebumps books by R.L. Stine have sold more than 300 million copies worldwide in thirty-two languages.

Get Goosebumps Games!
The new Goosebumps App for the iPhone™ and iPod touch® - Goosebumps PhotoShock - released last month. For the two weeks leading up to Halloween – it will be available at a reduced promotional price. In addition, the Goosebumps Horrorland video game is available on Wii and DS.

Get Goosebumps at The Scholastic Store:
Fans can kick off “Shriek Week” 2009 at a Goosebumps event at the Scholastic Store in New York City on October 24th and can join the annual Scholastic Halloween parade on October 31st.

Fans can log onto for games, videos and more all month long.

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,

Brian Reinert/Ashley Gillen