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Scholastic aligns Clifford books to 'Be Big' push

By Staff -- Gifts and Dec, 3/4/2010 4:15:00 PM

NEW YORK—Scholastic has launched a publishing program based around the Clifford the Big Red Dog Be Big campaign, an initiative that looks to encourage kids to help make the world a better place.

The Be Big campaign stresses the value of 10 people-friendly “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. Ten best-selling Clifford the Big Red Dog titles by author Norman Bridwell—newly repackaged to correspond with each of the program's 10 “Big” ideas—will be reissued beginning in May 2010.

The first four titles to be released in Summer 2010 include "Clifford the Big Red Dog" (Be a Good Friend), "Clifford Goes to School" (Believe in Yourself), "Clifford the Firehouse Dog" (Help Others) and "Clifford's Good Deeds" (Be Responsible). In Fall 2010, Scholastic will release "Clifford's Family" (Have Respect), "Clifford at the Circus" (Work Together) and "Clifford's Manners" (Share). In Spring 2011, "Clifford's Birthday Party" (Be Truthful), "Clifford Takes a Trip" (Be Kind), and "Clifford's Day With Dad" (Play Fair) will be released.

In addition to the 10 titles, an additional 12 readers and eight board books will be released over three years with newly added Be Big branding.

Last month, Scholastic and toy retailer FAO Schwarz kicked off the Be Big book program with a celebration for Valentine's Day where shoppers enjoyed a reading of Norman Bridwell's "Clifford The Big Red Dog" by Sherri Shepherd, author and Emmy Award-winning co-host of TV show The View, as well as a costumed appearance by Clifford and a "Make Your Own Valentine" activity for kids.

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