RETAILERS, GOLDEN BOOKS SET NATIONWIDE KIDS' READ-IN

JOEL ELSON

NEW YORK -- Retailers across the country, including supermarkets, will participate in a national children's read-in sponsored by Golden Books Family Entertainment here. The one-day event, which will involve thousands of young children, kicks off Sept. 25 at the U.S. Tennis Association National Tennis Center in Flushing Meadows here where 10,000 people are expected to turn out to hear sports and entertainment celebrities read Golden Books titles.

Wegmans Food Markets, Harris Teeter, Albertson's, Randall's Food Markets and Kroger Co. are among the supermarket chains that have signed on for what is being billed as "the Big Little Golden Books Read-In." Each will host its own story hour and feature merchandise to promote children's literacy.

Other channels of trade participating include Wal-Mart, Target, Barnes & Noble and Borders Books.

Many of the chains will set up Golden Books floor stands, endcap and pallet displays of assorted book titles, stickers, activity books and T-shirts. Displays also will include backpacks, priced from $8 to $11, said Rich Maryyanek, Golden Books senior vice president of marketing.

Kids who attend a story hour session will be given a fun bag with a name tag, book marker, T-shirt, a Little Golden Book, a list of recommended reading titles and a certificate of achievement. The story hours will be conducted by store staffers and, in some cases, local celebrities. Television journalist Deborah Norville will host the New York event.

"It's important to show children when they're young that reading is fun and the key to a successful future," commented Rich Collins, Golden Books chief executive officer. "Supermarkets can leverage the excitement of childrens' books as a planned event, which can do more than sell books. It brings the whole family into the store," the publisher explained.

Here is how some of the supermarket chains plan to support the read-in:

Harris Teeter, Charlotte, N.C., will run its story hour earlier, Sept 20, and tie it into an after-school program it's hosting that day at the Grady Cole Center. About 1,500 kids who are expected to attend will receive a fun pack with a read-in T-shirt, "The Poky Little Puppy" book, an activity sheet and crayons.

"The main goal of the Read-In is to increase the level of interest children have in reading books and to get them interested in reading. Hopefully, when they are in the store they will see the book displays, remember the event and be more inclined to buy a book," said Sonya Elam, director of corporate relations. Broadway performer Carrie Pine will emcee the Harris Teeter program. "We'll also promote $1 off the purchase of any two Poky and Friends books," said Elam.

Houston-based Randall's and its Tom Thumb units hope the story hour, scheduled for 21 stores, will help stimulate sales of their childrens' books, Tiffany Alvarez, marketing coordinator, told SN. "Teachers, store managers and radio personalities will read to the kids," she said, while floor stands with childrens' books priced at $2.99 to $3.99, and backpacks, will be displayed. Randall's will hand out its "Weemarkable" card, a children's version of the chain's Remarkable loyalty club card, for discounts on kids' products.

Meijer Inc., Grand Rapids, Mich., has invited between 75 and 150 kids from local elementary schools to attend a story hour read-in Sept. 24 at nine stores. "We're going to read 40 minutes or so. That's as long as we're going to keep their attention," said Meredith Miller, community-relations coordinator. Meijer is assembling goody bags for the kids containing snacks like granola bars, juice, Golden Books, crayons, coloring and comic books. Tower stands of assorted Golden Books will be on display, she said.

Some 18 to 20 stores in the 160-unit Kroger Atlanta KMA will be running a read-in story hour. About 100 to 150 kids are expected to show up at each location, said a source. The chain will promote $1 off a combined purchase of a Poky and Friends book and Johnson & Johnson's Baby Shampoo.

Project sponsors include Johnson & Johnson, Pizza Hut, Parents Magazine, the American Library Association and the Girl Scouts of the USA. Besides tying in with its Baby Shampoo, Johnson & Johnson will promote the read-in through direct mail, the Internet and in-store campaigns.

Albertson's, Boise, Idaho, which is planning story hours at 900 stores, will tie-in its new store-brand diaper line to displays of Poky and Friends characters and books. Three Poky and Friends videos, priced at $9.99, will be featured in the display. "The timing of the introduction of Albertson's new private-label diaper ties in perfectly with the read-In," commented Golden's Maryyanek. Albertson's, he added, will run full-page ads to promote the event and its diaper line. The ads will carry in-ad coupons for $4 toward the purchase of diapers and two Golden Books. Each Albertson's unit received an event kit for setting up story-hour sessions. Albertson's declined to comment.

Wegmans Food Markets, Rochester, N.Y., is still working out the details of its story hour. "We're trying to decide on the number of stores and locations that will conduct a story hour," an official told SN.