New York – February 1, 2010 – Scholastic Media (NASDAQ: SCHL), a division of Scholastic Inc., the global children’s publishing, education and media company, today announced the second year of its collaboration with legendary toy retailer, FAO Schwarz, in support of the Scholastic Clifford BE BIG campaign. Beginning today, and throughout the month of February, FAO Schwarz Fifth Avenue and FAO.com will feature a BIG promotion on select Clifford merchandise, and Scholastic will donate 10% of the net proceeds from the sale of any BE BIG Clifford plush to the BE BIG Fund at HandsOn Network.

In the remarkable New York City toy emporium, FAO Schwarz Fifth Avenue will display BIG windows featuring Clifford, as well as corresponding in-store signage. To further engage customers and raise awareness about the BE BIG campaign, Scholastic and FAO Schwarz Fifth Avenue will host a BE BIG celebration just in time for Valentine’s Day on Thursday, February 11th from 3:30 – 4:30 p.m. During the event, guests can enjoy a special reading of Norman Bridwell’s Clifford The Big Red Dog by author and Emmy® Award-winning co-host of the “The View,” Sherri Shepherd, as well as a costumed appearance by Clifford and a “Make Your Own Valentine” activity for kids.

“We are delighted to be once again working with FAO Schwarz to celebrate what it means to BE BIG this Valentine’s Day with Clifford The Big Red Dog,” said Leslye Schaefer, Senior Vice President of Marketing & Consumer Products for Scholastic Media. “For more than 45 years, Clifford’s BIG sense of love and kindness has resonated with parents and children and we look forward to sharing that message with FAO Schwarz customers.”

The Clifford BE BIG campaign (scholastic.com/cliffordbebig) is a fully integrated cause-marketing program that invites everyone to take action and raise awareness for how Clifford’s BIG ideas (Share, Play Fair, Have Respect, Work Together, Be Responsible, Be A Good Friend, Help Others, Be Truthful, Be Kind and Believe In Yourself) can make the world a better place. The BIG ideas were borne out of the curriculum developed for the award-winning animated television series, which celebrates its 10th anniversary on PBS KIDS® this year. PBS KIDS also will air a special episode of the series in celebration of Valentine’s Day on February 12 (check local listings). With more than 126 million books in print, Clifford is a literary classic that is embraced by parents, teachers and kids.

The BE BIG Fund supports community engagement opportunities that recognize and reward others for their BE BIG actions, catalyze change in local communities and provide resources to share BIG ideas. Scholastic is working with HandsOn Network to activate the BE BIG campaign in local communities through the BE BIG Fund. HandsOn Network is the largest volunteer management organization in the nation. The organization equips, mobilizes and inspires people to take action to change the world.

The BE BIG campaign is sponsored by American Family Insurance, an organization that has a long tradition of community sponsorships and involvement, contributing to organizations that improve the quality of life for those in need, particularly children. Based in Madison, Wisconsin, American Family offers auto, homeowners, life, health, commercial and farm/ranch insurance in 19 states, ranks 388th on the Fortune 500 list and is the nation’s third-largest mutual property/casualty insurance company.

If you would like more information about Scholastic, please visit Scholastic’s media room at mediaroom.scholastic.com. For more information on Clifford visit PBSKIDS.org/clifford or . For more information on American Family Insurance, visit AmFam.com.

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