HoJo, Smucker's, Colgate Board 'Magic School Bus' - Brief Article

Brandweek, June 21, 1999

BURBANK, CALIF.--Howard Johnson's, Smucker's and Colgate-Palmolive team to promote two new Magic School Bus videos. The Scholastic property, distributed by Warner Home Video, gets a summerlong "Kids Go HoJo" program that gives kids Magic School Bus fun packs and free stays. A sweeps gives away a $50,000 college scholarship and visit from Scholastic's Traveling Magic School Bus, a tour readying for its third year.

Smucker's drops an FSI in August with coupons for Goober and a self-liquidating offer for a video. Colgate-Palmolive bows an FSI in August with an offer for a separate Magic School Bus vid. Warner plans a back-to-school radio ad campaign targeting moms, $3 rebate.