Kellogg's® And Scholastic Get Kids Reading To Help Pave The Way For A Successful School Year

BATTLE CREEK, Mich., Sept. 5, 2012 /PRNewswire/ -- This back to school season, Kellogg's, together with Scholastic and Walmart are empowering kids to choose books they love to read, encouraging them to read every day at home. Nine out of 10 children say they are more likely to finish reading a book that they pick out themselves[1]. With the purchase of two specially marked Kellogg's  products  or one Kellogg's Tri-Pack at Walmart, parents receive a coupon for a free Scholastic book valued up to $5, ensuring their family starts every day with breakfast and a great book.

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After entering their codes at www.KelloggsFamilyRewards.com, parents can place the power into the hands of their child by visiting the Scholastic website and enabling them to choose their favorite book from a selection of hundreds. To further encourage in-home reading, parents can access free reading resources at www.scholastic.com/readeveryday, part of Scholastic's Read Every Day global literacy campaign.

"Back to School is a perfect time for families to set new goals and one of those should be to keep a wide variety of great books at home to read," said Francie Alexander, chief academic officer at Scholastic.  "Building a literacy-rich environment at home can truly build life-long readers and lead to success in school and in life. Reading at home is a great way for families to take time out of doing 'homework' and turn reading into 'homefun'."

Kellogg's also encourages parents to make reading an enriching and fun family experience whether it's an animated, read-out-loud session during afterschool snack breaks or curling up with a great story before bedtime. Reading with children every day improves literacy and provides an opportunity for family bonding. Ninety eight percent of teachers agree that family involvement is the most important factor in improving student success[2].

"At Kellogg's we believe in enabling great starts and finishes to every day and this is especially important as families begin to prepare for the school year," said Kris Charles, vice president Global Communications and Philanthropy, Kellogg Company. "Our partnership with Scholastic and Walmart takes our dedication to classroom success a step further through free books which can enable not only academic achievement but family togetherness."

How to Participate
When parents purchase two specially marked Kellogg's products or one Kellogg's Tri-Pack at Walmart stores this fall, they can enter the codes printed inside merchandise packaging at KelloggsFamilyRewards.com/Scholastic. Participants will receive a confirmation email containing a Scholastic Book Coupon for a book of the child's choice up to $5 in value.

The coupon can be redeemed on the Scholastic online store in the "Great Books for $5" section. Popular books include: There is a Fly Guy in My Soup by Ted Arnold, There was an Old Lady who Swallowed a Book by Lucille Colandro and Spiders by Nic Bishop. Participating brands include Raisin Bran®, Nutri-Grain®, Eggo®, Pop-Tarts®, Cheez-It®, Rice Krispies Treats®, Froot Loops®, Keebler® and Frosted Mini-Wheats®.

About Kellogg Company
Driven to enrich and delight the world through foods and brands that matter, Kellogg Company (NYSE: K) is the world's leading producer of cereal and a leading producer of snacks and frozen foods. Every day, our well-loved brands - produced in 17 countries and marketed in more than 180 countries - nourish families so they can flourish and thrive. With 2011 sales of more than $13 billion, these brands include Cheez-It®, Coco Pops®, Corn Flakes®, Eggo®,  Frosted Flakes®, Kashi®, Keebler®, Kellogg's®, Mini-Wheats®, Pop-Tarts®, Rice Krispies®, Special K®, and many more. To learn more about Kellogg Company, including our corporate responsibility initiatives and rich heritage, please visit www.kelloggcompany.com.

About Scholastic
Scholastic Corporation (NASDAQ: SCHL) is the world's largest publisher and distributor of children's books and a leader in educational technology and related services and children's media. Scholastic creates quality books, print and technology-based learning materials and programs, magazines, multi-media and other products that help children learn both at school and at home. The Company distributes its products and services worldwide through a variety of channels, including school-based book clubs and book fairs, retail stores, schools, libraries, on-air, and online at www.scholastic.com.

Promotion Terms
Open only to legal residents of the 50 United States or the District of Columbia who are 18 years of age or older. Offer void where restricted, or prohibited by law. You must have a Kellogg's Family Rewards (KFR) Account in order to participate and agree to abide by the terms and conditions of the KFR program. A limit of 20 codes may be entered in a day. Codes must be entered and coupons redeemed no later than July 6, 2013. Go to https://www.kelloggsfamilyrewards.com/content/dam/kelloggsfamilyrewards/en_US/officialrules/WalmartScholasticOfficialRules2012.pdf for official terms and conditions and details. Shipping, handling, and taxes (where applicable) will be applied to orders placed through the Scholastic Store Online and cannot be covered by the Coupon. Free Book Coupon earned from the purchase of two Kellogg's products cannot be redeemed for eBooks.

Participants will receive a $5 Book Coupon that can be used for books or any other materials sold through Scholastic Book Clubs and Scholastic Store Online, valued at $5 or less. Shipping and handling charges may apply for orders placed through the Scholastic Store Online.

To receive your $5 Scholastic Book Clubs coupon (the "Coupon"), you must: (1) purchase any two specially marked participating Kellogg's products (or one specially marked Kellogg's Tri-Pack), and find the unique code (the "Kellogg's Codes") inside each box or on the Tri-Pack wrap; (2) enter your unique Kellogg's Codes online atwww.KelloggsFamilyRewards.com/scholastic and download your Coupon ($5 value); (3) redeem your Coupon for a children's book(s) of your choice, or any other materials sold through Scholastic Book Clubs or the Scholastic Store Online. Offer begins July 10, 2012, and expires July 6, 2013. There is no limit to the number of times a person or household can participate in this offer. YOU MUST GO TO WWW.KELLOGGSFAMILYREWARDS.COM/SCHOLASTIC TO RECEIVE YOUR COUPON.

^[1] Scholastic "2010 Kids & Kids and Family Reading Report™, 2010

^[2] Scholastic and the Bill & Melinda Gates Foundation, Primary Sources: 2012 "America's Teachers on the Teaching Profession"

SOURCE Kellogg Company