"The Real Magic of Harry Potter" Campaign Kicks Off March 25, 2010


Scholastic announces sweeptstakes to win one of four family trips to Universal Orlando Resort's "The Wizarding World of Harry Potter"

Special promotions at retail outlets and through Scholastic school Book Clubs and school Book Fairs; magical giveaways for Facebook and Twitter fans


New York, NY — March 24, 2010 — Scholastic, the global children's publishing, education and media company, today announces the March 25, 2010 launch of The Real Magic of Harry Potter Campaign, inviting new readers to discover the magical world of Harry Potter. The initiative includes an all new Harry Potter digital experience, a sweepstakes to enter for a chance to win one of four family trips to Universal Orlando Resort’s The Wizarding World of Harry Potter (opening spring 2010), a new advertising and social media campaign, and special offers through retail outlets, Scholastic Book Clubs and Book Fairs nationwide. Designed specifically for new readers, The Real Magic of Harry Potter Campaign will offer millions of kids a very special way to begin their Hogwarts journey this spring.

"All of us who experienced the anticipation and excitement of the publication of each of the seven Harry Potter books over the years saw first hand the power of this series to excite readers of all ages. Each year, new young readers are beginning their Hogwarts journey, and we want to provide a truly memorable and magical experience they can call their own," said Ellie Berger, President of Trade Publishing, Scholastic.

Through June 1, 2010, U.S. residents ages 7-14 can enter The Real Magic of Harry Potter sweepstakes for a chance to win one of four family trips to the new Universal Orlando Resort’s The Wizarding World of Harry Potter, opening this spring. To learn more and to enter, visit www.scholastic.com/harrypotter.

Beginning on March 25, 2010 with the launch of an all new Harry Potter digital experience (www.scholastic.com/harrypotter), new readers will be introduced to the boy wizard and each of the seven books in the series, and will be able to share their Harry Potter journey by:

  • Sending an Owl or Howler to a friend, inviting them to join the magical adventure;
  • Answering questions to prove their Harry Potter knowledge and unlocking magical activities; and
  • Searching the glossary of Harry Potter terms to become a more advanced Harry Potter reader.

Also launching March 25, Scholastic Facebook fans can visit Scholastic's Harry Potter Facebook Tab to share the brand-new book trailer video, unlock and post Facebook exclusive virtual stickers, and participate in weekly polls on Harry Potter. Readers can also fan and follow Scholastic on Twitter (look for #harrypotter), and On Our Minds @ Scholastic blog for the latest Harry Potter news and giveaways during the Campaign.

Beginning April 1, 2010, retail locations and Scholastic's Book Clubs and Book Fairs will share in The Real Magic of Harry Potter with special promotions. Retail stores will support the campaign with, point-of-sale signage, floor displays promoting the sweepstakes, and a special offer at participating retailers of "buy a copy of any Harry Potter paperback, and get the second copy at half price" for the month of April. In schools nationwide, Scholastic Book Clubs April flyers for Lucky and Arrow (grades 2-6) will offer an exclusive Harry Potter 3D postcard, along with a special $5 offer on Harry Potter and the Sorcerer's Stone paperback editions. Scholastic Book Clubs Arrow (grades 4-6) will launch an exclusive persuasive writing contest, inviting students to write an essay to convince their friends who haven't read Harry Potter, to pick one up and start reading. The ten most persuasive writers will win a copy of Harry Potter and the Sorcerer's Stone, autographed by J.K. Rowling. Scholastic Book Fairs will carry a special $4.99 one-time offer on Harry Potter and the Sorcerer's Stone and Harry Potter and the Chamber of Secrets paperback editions in their April Book Fairs.

On April 1, Scholastic will launch a new radio and online advertising campaign reminding fans, both old and new, that  “There Is Real Magic In This World.” The ads give a new magical twist to the friendships of favorite Harry Potter characters, Harry, Ron and Hermione.

Almost 12 years after the publication of J.K. Rowling's first book, Harry Potter and the Sorcerer's Stone, there are more than 143 million books in print in the United States alone and the series still hits bestseller lists on a regular basis. The books are published in over 200 territories in 68 languages and have sold over 400 million copies worldwide. Downloadable images from more than a decade of Harry Potter as well as extensive information about the series are available at: http://mediaroom.scholastic.com/hpdecade .

 For more about Scholastic, visit our media room at: http://mediaroom.scholastic.com.


Kris Moran

Kyle Good