'Clifford' promotion targets 60,000 classrooms

Duluth, Ga.-Merial and Scholastic Entertainment have partnered to bring Clifford The Big Red Dog into 60,000 elementary school classrooms to teach kindergarten and elementary school children the responsibilities of pet ownership throughout 2004.

The "Clifford Kit" sent to kindergarten and first grade teachers across the U.S. includes "The Big Itch" storybook to teach children how to keep pets safe and happy; a teacher's guide with wall poster and stickers; and take home materials that children can share with their parents to discuss zoonotic diseases in "a friendly way."

Merial will also be working with Scholastic to have veterinarians speak in the classrooms for "Career Days."

The company introduced the multi-faceted partnership to veterinarians last fall through a series of in-clinic promotional activities, establishing Clifford as the first licensed character to achieve this much prominence in the veterinary community.

"Clifford gives Merial a platform to discuss the importance of proper pet care in a friendly, non-threatening way," says Dr. Zack Mills, executive director of veterinary services for Merial. "Clifford will be seen on location at clinic open houses, trade shows, pet events and even in schools. As the category leader, the Heartgard brand wants to promote responsible pet care, the need for annual pet health exams and the importance of monthly parasite prevention."

Merial also markets Frontline brand products.