Scholastic Media is kicking off the 50th anniversary celebration of Clifford the Big Red Dog Monday, Sept. 24, with the “Biggest Birthday Party Ever” at Scholastic headquarters in New York City, a live event which will be streamed to classrooms nationwide.
The campaign will span the school year and will include the launch of new publishing, a birthday card campaign and a national sweepstakes leading up to Clifford’s official birthday on Feb. 14.
Since the first Clifford book was published in 1963, the property has expanded to include 126 million books in print and an Emmy Award-winning television series currently in its 12th consecutive season on PBS KIDS.
“For 50 years, Clifford has earned a place among the most iconic and beloved characters in children’s literature and entertainment,” said Deborah Forte, President of Scholastic Media and Executive Vice President of Scholastic Inc.
Highlights of the Clifford 50th Anniversary year include:
On Sept. 24, at 10 a.m., Scholastic will host a live celebration at their New York City headquarters and webcast to classrooms nationwide. Hundreds of children will gather to sing “Happy Birthday” to Clifford, and Norman Bridwell will be on hand for a big reveal on the facade of the company’s iconic SoHo building. Children attending the live event and joining via webcast will get to participate in some big birthday fun including activities that reinforce the social / emotional, literacy and language skills that Clifford espouses.
In September, Scholastic will publish “Norman Bridwell’s Classic Collection,” a collection of six classic stories originally published between 1963-1977. Also included is an original letter from Norman Bridwell to the reader, information about the creation of Clifford and the story behind the real Emily Elizabeth. Spring 2013 will bring the publication of “Clifford’s Birthday Party” and an all-new board book, “Clifford’s Bedtime Story.”
September also marks the launch of Clifford’s BIG Birthday App for iOS and Android ($0.99). In it, Emily Elizabeth invites players to join her in Clifford’s doghouse as she works to create a surprise party for his birthday.
For grown ups caught up in big nostalgia for the dog, Scholastic will launch three Facebook apps on Clifford’s Facebook page to get fans prepared for the February birthday. Beginning in November, fans can create and upload their very own Clifford inspired birthday cake and vote on their fan favorite! In December, Scholastic will launch a Clifford-themed game to get ready for the party, and in January, ‘Clifford’s BIG Red Shirt Builder’ app will allow fans create their very own Clifford T-shirts.
Clifford’s fans will be able to send him a personalized birthday card throughout the year at www.scholastic.com/clifford. Online, children will be able to create their own card by choosing party friends and decorations for birthday hats while grown-ups will have a chance to create their very own ‘BIG Red Ears’ personalized photos and share them via various social media platforms. Offline, through Scholastic Book Clubs, teachers can work with their students to send classroom cards to Clifford.
Clifford fans of all ages can enter ‘Clifford’s BIG Birthday Sweepstakes’ for a chance to be a part of Clifford’s big day on Feb. 14 by winning a Clifford celebration in their hometown.
In December, PBS Kids will air the broadcast premiere of “Clifford’s Really Big Movie” (check local listings). The animated movie, originally released in 2004 by Warner Brothers, features the late John Ritter as the voice of Clifford as well as Wayne Brady, Jenna Elfman and John Goodman.
For more information, visit www.scholastic.com/clifford/.
