Scholastic, the world's leading publisher of children's books, is celebrating the December 3 release of author Dav Pilkey's critically acclaimed series "Dog Man" with elaborate on-ground activations.
The series has gone on to become one of the best-selling graphic novel series of all time with 60 million books in print and translations in 47 languages.
Taking place in Australia, Canada, New Zealand, the U.K., and the U.S., over 100 Dog Man characters will be appearing as mascots at bookstores, libraries, and community events to promote the latest installment in the saga, "Dog Man: Big Jim Begins."
The campaign starts this December and will run through the spring of 2025.
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Scholastic is going all out by with thousands of exclusive giveaways and customized "Join The Hero Party" displays waiting for Dog Man fans at major bookstores across Canada and the U.S.
The activation also includes free event kits and Dog Man hero badges at bookstores and libraries. Fans in the U.S. and Canada can find the nearest event and download other cool stuff at www.celebratedogman.com.
In a press release, Pilkey shared how the new book teaches children about the values they should learn in life:
"In this new book, Big Jim begins to discover that what we focus on is often more important than what happens to us. Books bring people together and reading helps kids develop empathy and compassion."
The book release comes ahead of the upcoming launch of the series' first feature film adaptation.
Created by DreamWorks Animation, the "DOG MAN" movie is set to come out on January 31.
Directed by Peter Hastings, the movie features the vocal talents of Pete Davidson, Isla Fisher, Lil Rel Howery, and Emmy and Golden Globe awardee Ricky Gervais.
The promotional effort leverages two major Dog Man releases to drum up significant fan interest.
"Dog Man: Big Jim Begins" also features one of the best book covers in the series, capturing the excitement and adventure that fans love.
With a straightforward brand marketing strategy, companies can set themselves up for success with good timing.
Dog Man on Tour
Pilkey is perhaps best known for his work on the famous children's chapter book series "Captain Underpants," which was also adapted into a movie by DreamWorks in 2017.
With an illustrious career spanning over two decades, the author's renowned works are sure to reach a new audience with the announcement of an international tour in 2025.
Beginning at the world's largest library, the Library of Congress in Washington, D.C., Pilkey and Scholastic will take Dog Man across multiple U.S. states before traveling to the U.K. and Ireland for the first time in 10 years.
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The author will appear at the Royal Festival Hall in London as part of the Southbank Centre's Imagine Festival on February 22nd, before moving on to an event in Dublin.
In the coming weeks, more tour venues will be announced on the author's website.
"I'm excited to meet readers in person, sign their books, and I look forward to celebrating everyday heroes within each community who make this world a better place," Pilkey said.
Yesterday, Scholastic even took Dog Man to NASDAQ to celebrate the book's launch.
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Next year will be a major year for the author, who will publish another Dog Man book titled "Dog Man: Big Jim Believes" with Scholastic in the fall of 2025.
The publisher will also reissue a special full-color edition of his first-ever graphic novel, "The Adventures of Super Diaper Baby."
Books are indeed great presents to give this Christmas, which is why many authors and brands are launching new ones this holiday season.
Yesterday, travel company TUI launched a children's book for its holiday campaign with the help of Leo Burnett U.K.
