In its first ever venture, Scholastic Entertainment has formed a partnership with Major League Soccer to support its new hit series Maya & Miguel.
The new partnership, which kicked off last week with the start of the MLS season, will include costume appearances of the Maya and Miguel characters at MLS’s Futbolito, a grassroots program that involves community-based family tournaments in 10 markets. The deal also will include in-field signage, poster and banner exposure of the brand.
In addition, Scholastic Entertainment is working on a new book that will feature the likeness of MLS player Eddie Johnson, a forward with FC Dallas. The book is slated for release this fall. The characters will also mention MLS players or MLS leagues during Maya & Miguel shows.
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| Maya & Miguel team up with Major League Soccer |
TV and Internet will support.
Maya & Miguel is an animated series that chronicles the adventures of 10-year-old Latino twins, Maya and Miguel Santos. The show is designed to promote a culturally diverse society and support people learning the English language with a concentration on vocabulary.
Scholastic Entertainment tagged MLS as a partner because soccer is a favorite with the Maya & Miguel characters and the sport sends a healthy message to parents and their children, Arminda Figueroa, project director of Maya & Miguel, said.
“Major League Soccer is one of the fastest growing sports among kids in the U.S.,” Figueroa said. “[The message] to get fit, to get active is important. Watching TV is important, but also exercising and getting out there with others is important.”
Figueroa said the partnership would help extend the series to new audiences. Kids and parents can “sample” the brand when Maya and Miguel characters appear in costume at Futbolito tournaments, she said.
The Maya & Miguel series, launched in October, has become the top-ranking show on PBS Kids Go! and holds the No. 2 spot for PBS programming for kids six to 11, according to PBS audience data. So far, the Maya & Miguel Web site has received more than 70 million page views and 100,000 e-mails from parents and children.
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