Scholastic Celebrates 20th Anniversary of I SPY With Students In Times Square
New York City students helped Scholastic celebrate the 20th Anniversary of its I SPY brand Wednesday in Times Square during the event, “I SPY A Celebration: 20 Years; 20 Kids; 20 Riddles.” For finding 20 hidden objects around a 12-foot-high birthday cake, the students’ school will receive 500 books. In addition to its new book I SPY SPECTACULAR, the anniversary year will see new I SPY releases from Briarpatch and Scholastic Interactive. Photo: A. Walker
Currently, Scholastic is hosting two I SPY anniversary sweepstakes: one at www.snackpicks.com/ISpy in conjunction with the recent launch of I SPY branded fruit snacks and another through Scholastic Book Clubs.
Scholastic Media is celebrating its 20th anniversary celebration of the beloved I SPY franchise beginning next month with the publication of I SPY SPECTACULAR: A BOOK OF PICTURE RIDDLES with riddles by Jean Marzollo and photographs by Walter Wick. The year-long campaign will include a slate of new I SPY releases across multiple categories and platforms, a new signature MY I SPY online game, a live promotional event and coordinated brand promotion across all of Scholastic Inc.
Even though I SPY was conceived with children age 4-8 in mind, it became apparent soon after the original publication that the books appeal to all ages—toddlers, preschoolers, elementary school children, teenagers, parents and grandparents. Readers of all ages respond to the verbal and visual challenge of the books, delighting both in friendly competition and cooperative teamwork as they work to solve the riddles. The brand features beautiful graphics, a rhythmic rhyming text, and thought-provoking seek-and-find games that enable children of all ages to feel like heroes.
