Target Enlists Marvel Super Heroes to Promote Reading in Schools

As part of its "Ready. Sit. Read!" program, Target has launched a new initiative to promote childhood reading through a partnership with Marvel Enterprises, Inc. and its educational resource division, Cover Concepts. Together, the companies are producing and distributing a series of custom comics featuring Marvel's greatest Super Heroes, including Spider-Man and Captain America, in adventures that showcase the importance of reading. The comics were disseminated recently through a portion of Cover Concepts' authorized in-school network to nearly one million students in third- and fourth-grade classrooms nationwide.

The initial custom comic - "Reading To The Rescue!" - stars Marvel's Spider-Man, Mary Jane, Captain America, Jean Grey and Thor, but the real heroes of the comic are the kids that save the day by using their reading skills to outsmart the evil trickster, Loki. In spring 2005, a second title - "Reading to the Rescue # 2: Assignment Impossible" - will be created and distributed to more than two million school-age children.

To ensure the materials are curriculum-appropriate, Target and Cover Concepts enlisted the expertise of respected educator Forrest Stone, executive editor-in-chief of "Education World" and a former editor of "Weekly Reader" and "Scholastic Voice." A short resource guide that includes helpful tips and classroom activity recommendations accompanied the comic books to further encourage teachers to utilize the comic books in their classrooms.

"Target believes that developing creative and engaging programs like this will help to get children excited about reading," said Laysha Ward, vice president, community relations, Target Corporation. "Studies show that if a child can't read by the third grade, he or she may never catch up. Our partnership with Marvel and its Cover Concepts division helps us reach many children at a critical point in their reading education."

"Our popular Super Heroes battle all types of obstacles, but being able to help combat illiteracy is arguably their most important task," said Robert Steffens, VP of Operations, Marvel Enterprises. "Partnering with Target on this program allows our heroes to really make a difference with children. Comic books, with their visually enticing layouts and fantasy concepts, are an ideal medium to attract children and get them interested in reading."

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