Reading Is Fundamental, UK, an initiative of the National Literacy Trust, is to partner with The Big Badge Company to produce Clifford The Big Red Dog badges for sale from Summer 2003.
The badges will be produced in three designs to collect and will retail at £1 with 70p of each sale going directly to RIF, UK to support the promotion of children’s literacy.
It is anticipated that the badges, initially on sale in branches of Halifax / Bank of Scotland in August and Borders stores in from September will raise £38,000. This will give an additional 2,500 children the opportunity to choose and keep three free books this year.
Neil McClelland, Director, National Literacy Trust, said: “One of the primary aims of RIF, UK is to encourage families to share books and stories. This sharing behaviour is reflected and encouraged throughout the Clifford stories and we are very pleased to promote this and to raise funds for those children for whom books in the home are not commonplace”.
The Big Badge Company is donating its sales and marketing services.
Clifford the Big Red Dog is published by Scholastic Entertainment, the entertainment and media division of Scholastic Inc., the global children’s publishing and media company.
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