New York — November 24, 2009— It only takes a little to BE BIG! In celebration of the Martin Luther King Day, Jr. Day of Service, PBS KIDS® and Scholastic Media will kick-off “BE BIG WITH CLIFFORD: TEN DAYS, TEN WAYS,” featuring ten days of favorite Clifford episodes that will focus on each of Clifford's ten Big Ideas. The ten days of programming will begin on Monday, January 18th, the Martin Luther King, Jr. Day of Service, and showcase important life lessons that help teach social and character building skills. The programming event will be supported by on-air promotion and new online content at pbskids.org/clifford that will reinforce the ten Big Ideas. Additionally, parents and teachers can find activities to use with children at pbsparents.org/clifford.

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 Truthfu) were borne out of the curriculum developed for the award-winning animated television series – which will celebrate its 10th anniversary on PBS KIDS in 2010. The goal of the Big Ideas is to support children’s growing understanding that the actions they choose make a difference to themselves and others. This underlying message informs all Clifford content and activities and embodies the spirit of the Martin Luther King, Jr. Day of Service.

"For ten years, Clifford has been introducing children and families alike to his BIG ideas – and Scholastic is delighted to celebrate them in conjunction with the 2010 Martin Luther King, Jr. Day of Service," says Deborah Forte, President of Scholastic Media, Executive Producer of Clifford the Big Red Dog, and Executive Vice President of Scholastic Inc., the global children's publishing, education and media company. "Our Be Big campaign exemplifies Scholastic's longtime commitment to good citizenship and reinforces how small, simple actions can make a BIG difference."

"PBS' children’s characters are positive role models for children and Clifford is a stellar example," said Linda Simensky, VP, Children’s Programming, PBS. "For the past ten years, Clifford has helped guide children through social emotional life lessons and built lasting relationships with them."

The Clifford BE BIG™ campaign extends Clifford’s mission by supporting civic engagement opportunities that invite everyone, big and small, to take action and raise awareness for how the series’ Big Ideas can make the world a better place. In conjunction with HandsOn Network, the largest volunteer management organization in the country, the BE BIG campaign recognizes and rewards others for their BE BIG actions, catalyzes change in local communities and provides resources for everyone to share BIG ideas.

Major corporate support for CLIFFORD THE BIG RED DOG is made possible by Chuck E. Cheese's. Additional funding has been provided by a Ready to Learn grant from the US Department of Education through the Corporation for Public Broadcasting, Public Television Viewers, and PBS.

Monday, January 18th HELP OTHERS
Circus Stars: When Clifford’s hero Gordo the elephant, star of the circus, comes down with a cold, Clifford volunteers to step in and help out. Starstruck Clifford learns that “stars” are just regular people and, like everyone else, they sometimes need a helping hand. Clifford also learns that good friends don’t clown around when it comes to sticking up for each other.

Limelight Fright: Emily and Charley recruit the dogs to help them with a show and scene-stealing Cleo is surprised to discover she has stage fright! But Cleo learns that the support of good friends can help you work through a problem.

Tuesday, January 19th HAVE RESPECT
Fishing Lessons: Charley promises to teach Emily Elizabeth how to fish, then keeps putting it off until “tomorrow.” Emily Elizabeth and Jetta help him to realize that once a promise is made, it should be honored and respected.

No Baths for Cleo: To avoid baths, Cleo runs away from home. With the help of her friends, she comes to understand and respect the fact that giving Cleo a bath is just one of the many ways Mrs. Diller shows her love.

Wednesday, January 20th WORK TOGETHER
Clifford On Parade: Emily and Charley are having a hard time deciding what kind of float to make for the annual Birdwell Parade. But, with a little help from Clifford, they learn the importance of compromise in making everyone happy.

Follow The Leader: Cleo has a hard time giving up her role as "leader" in a game of Follow The Leader, but soon learns that playing with friends is more fun when everyone cooperates and takes turns with one another.

Thursday, January 21st BE KIND
Little Clifford: In this flashback story, we learn how Emily and Clifford got together and how Emily's unconditional love changed the "runt" of the litter into the biggest dog around!

Welcome to Birdwell Island: This flashback episode tells the story of the day the Howards moved to Birdwell Island. The town is full of preconceived ideas about how "a big dog can mean big problems" for the island, but they soon learn that Clifford has much to offer and they shouldn't make assumptions before they know the facts.

Friday, January 22nd BE TRUTHFUL
Doing The Right Thing: When T-bone inadvertently "steals" a squeak toy, he experiences a guilt-induced dream where his conscience tries to show him the right thing to do. T-bone learns that it's always best to just do the right thing.

The Dog Who Cried Woof: After overhearing Samuel tell the kids a scary story about Whiffy the Skunk Ghost, Clifford and T-bone get a bit spooked. Cleo takes the opportunity to play a series of naughty tricks on them, but then finds them not believing her when she really needs them! She learns that it isn’t nice to play tricks on people.

Monday, January 25th BELIEVE IN YOURSELF
Clothes Don't Make The Dog: T-bone gets a new sweater, but when Mac teases him about it he gets too embarrassed to wear it. He soon learns that it’s not what you wear that makes others like you.

Short-Changed: When family friend Skyscraper Jackson comes to visit, Emily worries that Clifford prefers the attentions of a super-tall basketball player to the attentions of a short little girl. But Emily soon learns that love comes in all sizes.

Tuesday, January 26th PLAY FAIR
Best Paw Forward: Cement is being poured at the new Birdwell Island recreation center and the kids and dogs are invited to leave their handprints in the cement. But it is quickly discovered that Clifford's pawprint is just too big to stay! Seeing Clifford's disappointment, his friends work together to find a way to include Clifford—and everyone's delighted when Clifford's pawprint becomes the new wading pool for the very young children of Birdwell Island.

Then Came Bob: Vaz babysits for Bob - a cute, but not very well-behaved little dog that Dr. Dihn recently acquired from the dog pound. This little mischief-maker is very good at getting into trouble – and causing Clifford to get the blame! Several people think Clifford has suddenly developed some very bad habits – but Emily Elizabeth never doubts her big dog for a minute. The truth about Bob finally comes out and Clifford receives apologies from all his doubters.

Wednesday, January 27th BE A GOOD FRIEND
Princess Cleo: Cleo discovers her grandmother was a Queen – and that makes her a Princess! She begins to enjoy all the privileges she believes come with being a Princess – but soon learns that her friends are more important to her than any crown or title could ever be.

Basketball Stories: Skyscraper Jackson has come to Birdwell Island for a big exhibition game, which Charley wouldn’t miss for anything – except a bad cold. But Emily, Vaz and Jetta each write a story about the game for Charley from their different points of view. Charley gets to relive the game through his friend’s stories and they have a lot of fun writing and reading them to him.

Thursday, January 28th SHARE
My Best Friend: Emily decides that she must find something "special" for Show and Tell. But after an exhaustive search of Birdwell Island for the perfect thing to share, Emily learns that sometimes the best things in life are right under your nose.

Cleo's Fair Share: Cleo gets a new toy and doesn’t want to share it. Cleo learns it’s not as much fun playing with a new toy without your friends.

Friday, January 29th BE RESPONSIBLE
The Kibble Crook: T-bone can’t resist sneaking a bite—well, okay the whole bowl—of Cleo's new dog food. When Cleo gets upset, T-bone blames it on another dog and sends our fearless friends on a wild goose chase. But T-bone ultimately confesses that there is no other dog, and he learns that he must take responsibility for his own mistakes.

Screaming For Ice Cream: Charley and Emily Elizabeth find themselves up to their elbows in ice cream when Charley takes it upon himself to serve ice cream while his father is at a Doctor's appointment. Charley learns that there are some responsibilities kids should not attempt to shoulder without the help of an adult.

Winners of the first annual CLIFFORD BE BIG IN YOUR COMMUNITY CONTEST were announced in October; the winning BIG ideas were awarded $50,000 in community grants. The Clifford's BE BIG With Words App for iPhone™ and iPod touch® launched in September and is currently among the top paid educational apps on iTunes®.

Since its debut on PBS KIDS in 2000, Clifford has consistently scored high ratings with moms and placed among the most popular PBS KIDS series for kids 2-5. The brand continues to perform well internationally with television episodes sold to more than 110 countries worldwide.

With more than 126 million books in print, Clifford is a literary classic that is embraced by parents, teachers and kids. Clifford the Champion, a new hardcover by Norman Bridwell, was released last month from Scholastic.

For more information on Clifford visit pbskids.org/clifford or pbs.org/pressroom. For details on the BE BIG campaign visit scholastic.com/cliffordbebig, and for stills from the stunt, please contact Ashley Gillen as noted below. If you would like more information about Scholastic, please visit our media room at mediaroom.scholastic.com.

Contact:

Brian Reinert / Ashley Gillen
BENDER/HELPER IMPACT
brian_reinert@bhimpact.com / ashley_gillen@bhimpact.com
212.689.6360