Disney Fairies Milk Campaign Launches at Schools Nationwide in April 2007

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Disney Fairies National Milk Campaign Launches at Schools Nationwide in April 2007

Disney Global Book Group Press Release
Apr 18, 2007

NEW YORK-(Business Wire)-Disney Global Book Group - together with Random House Children's Books - will launch a major school-based initiative this month in support of the Disney Fairies book publishing program, which launched in 2005 with the release of Fairy Dust and the Quest for the Egg by Newbery Honor winner Gail Carson Levine.

Beginning April 23rd, 50 million milk cartons featuring 4 different Disney Fairies - Tinker Bell, Beck, Lily, and Vidia - will be distributed in 50,000 schools throughout the United States; each Disney Fairy will appear on over 12 million cartons. In addition, Disney Fairies postering will be featured in the participating schools' cafeterias highlighting the campaign's theme, "What's Your Talent?".

The Disney Fairies national milk campaign will support the growing library of Disney Fairies novels and novelty books under the Disney Press imprint as well as chapter books based on each of the Disney Fairies from Random House Children's Books.

Since its launch just 2 years ago, Disney Fairies has evolved into a global phenomenon — books are published in 51 countries and in 33 languages, and almost 4 million copies of all Disney Fairies book titles have been sold around the world. Fairy Dust and the Quest for the Egg spent 20 weeks on the New York Times best seller list; and 5 chapter books have hit the list as well. Fairy Haven and the Quest for the Wand - the sequel to Fairy Dust and the Quest for the Egg - by Gail Carson Levine with illustrations by David Christiana, will continue to fuel the franchise at its global launch in August 2007. Over 225 Disney Fairies titles have been published worldwide to date.

Milk Media is the largest in-school, milk carton promotional program in the United States, reaching 12.5 million kids (ages 7-15) in over 50,000 schools in 22 major markets each day. The program features branded milk carton side panels, promotional posters and product sampling opportunities to promote kid-friendly brands while simultaneously raising awareness about kids' health, nutrition, exercise and education. Milk Media has played an integral role in improving dismal nutritional statistics by encouraging increased milk consumption over sugar-based beverages and counts iconic brands like Disney, Kellogg's, Nickelodeon, Cranium, Hasbro and more, as past program partners.

206 Partners, Inc., Milk Media's sponsorship and management agency, is a strategic, non-traditional marketing firm specializing in consumer-facing marketing campaigns, corporate partnerships and public relations for such clients as Walt Disney Records, Levi Strauss Signature, Team Baby Entertainment, and Toyota Motor Sales, U.S.A., Inc.

Random House Children's Books is the world's largest English-language children's trade book publisher. Creating books for toddlers through young adult readers, in all formats from board books to activity books to picture books to novels and narrative nonfiction, the imprints of Random House Children's Books bring together world-famous franchise characters, multimillion-copy series, and top-flight, award-winning authors and illustrators. The company's award-winning website, kids@random (www.randomhouse.com/kids) offers an array of materials and activities free of charge for children, parents, and educators. Random House Children's Books is a division of Random House, Inc., whose parent company is Bertelsmann AG, a leading international media company.

Disney Book Group is part of Disney Publishing Worldwide (DPW). Disney Book Group's imprints include Hyperion Books for Children, Jump at the Sun, Disney Press, and Disney Editions. DPW is the world's largest publisher of children's books and magazines with 441 children's magazines published and 120 million children's books sold each year. Headquartered in New York, DPW publishes books and magazines in 85 languages in 75 countries, reaching more than 100 million readers each month.

[Dsnygirl]

What a great idea -- my DD's LOVE the fairies and the new books that are out... makes for some good family reading time!! Way to go, Disney!