NEW YORK, NY (December 3, 2009) — Scholastic Media has teamed up with Post Cereals to bring the adrenaline of the multi-media adventure series The 39 Clues™ to the breakfast table with two promotions in 2010 in conjunction with the publication of Scholastic’s The 39 Clues® Book #7 in January and Book #10 in August. Post Cereals will feature the New York Times bestselling series on more than 4 million branded cereal boxes for each 6-8 week promotion on its Honeycomb, Alpha-Bits, Golden Crisp and Waffle Crisp brands. National print advertising and additional branded content will support an instant win game at Post39CluesRacetoWin.com beginning January 5, 2010.

In January, in advance of the February 2nd publication of The 39 Clues Book #7: The Viper’s Nest by Peter Lerangis, Post will feature a “Race to Win” Sweepstakes. Families can enter for a chance to win one of four grand-prize four day / three night trips to New York City (inclusive of airfare and hotel from Funjet Vacations) and compete in a 39 Clues Scavenger Hunt for a top secret ‘bonus’ prize. Two hundred first prize 39 Clues Prize Packs will also be awarded consisting of a The 39 Clues backpack and a signed set of The 39 Clues books. Consumers can enter the promotion by decoding evidence on the back of the specially marked cereal boxes and entering a code at Post39CluesRacetoWin.com. Post Cereals will also support the promotion with exclusive The 39 Clues games, a free screensaver and an online chance to enter the sweepstakes (No purchase necessary. For complete details go to www.Post39CluesRacetoWin.com beginning January 5, 2010). In August 2010, in conjunction with the tenth and final book in the series, Post Food will run a second The 39 Clues promotion.

“We are delighted to work with Post on this terrific promotion for The 39 Clues,” says Leslye Schaefer, Senior Vice President of Marketing & Consumer Products for Scholastic Media, a division of Scholastic Inc., the global children’s publishing, education and media company. “Based on the multi-media adventure series, this promotion truly captures the mystery and adventure of The 39 Clues in an entertaining and compelling way.”

“The 39 Clues book series is the perfect fit for our kids cereals as it brings to life the fun and nourishment our cereals bring to the breakfast table,” adds Kelly Annis, Director of Consumer Promotions for Post Cereals.

The 39 Clues launched on September 9, 2008, with “Book 1: The Maze of Bones” by Rick Riordan, which debuted at #1 on the New York Times bestseller list. On December 2, 2008, “Book 2: One False Note” by Gordon Korman was released and also debuted at #1 on the New York Times bestseller list. Since then, the series, including “Book 3: The Sword Thief” by Peter Lerangis (March 3, 2009), “Book 4: Beyond the Grave” by Jude Watson (June 2, 2009), “Book 5: The Black Circle” by Patrick Carman (August 11, 2009), and “Book 6: In Too Deep” by Jude Watson (November 3, 2009) have appeared on the New York Times, USA Today, Publishers Weekly, and Wall Street Journal bestseller lists.

Movie rights for “The 39 Clues” have been acquired by DreamWorks Studios with Steven Spielberg eyeing to direct. The script is being penned by Jeff Nathanson, whose credits include “Catch Me If You Can” and “Rush Hour 2.”

The 39 Clues Madrigal Maze app for iPhone™ and iPod touch® launched in September and is currently among the top paid game apps on iTunes®. Scholastic Media joined with University Games earlier in the year to develop an extensive line of board and card games as well as puzzles. A line of calendars from Mead, as well as journals and bookmarks from Trends International, were also launched this year.

“The 39 Clues” is a groundbreaking multi-media adventure series for children ages 8-12 that spans 10 adrenaline-charged books, hundreds of collectible game cards, and a website that allows readers to play a role in the story and compete for prizes. The series centers around the Cahills—the most powerful family the world has ever known. But the source of the family’s power has been lost. Grace Cahill, the last matriarch of the Cahills, changed her will minutes before she died, leaving her descendants an impossible decision: receive a million dollars or a clue. The first Cahill to assemble all 39 clues hidden around the world will discover what makes the family so powerful—a reward beyond measure. It’s Cahill versus Cahill in a race to the finish, with readers hot on the heels of the main characters, fourteen-year-old Amy Cahill and her eleven-year-old brother, Dan. The series highlights famous historical figures kicking off with Benjamin Franklin in “The Maze of Bones,” Wolfgang Amadeus Mozart in “One False Note,” Toyotomi Hideyoshi in “The Sword Thief,” Howard Carter in “Beyond the Grave,” Anastasia Romanov in “The Black Circle,” and Amelia Earhart in “In Too Deep.”

For more information about “The 39 Clues” and to download digital images, visit http://mediaroom.scholastic.com/The39Clues. If you would like more information about Scholastic, please visit our media room at: http://mediaroom.scholastic.com. If you would like more information about Post, please visit www.postcereals.com.

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Contact:
Brian Reinert / Ashley Gillen
BENDER/HELPER IMPACT
brian_reinert@bhimpact.com / ashley_gillen@bhimpact.com
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