Electronic toy maker LeapFrog has signed as top sponsor of a back-to-school campaign targeting more than 1 million parents through parent teacher organizations (PTOs).
The campaign, called Back2School, also has sponsorship deals with Procter & Gamble’s Vicks brand, Disney Mobile, Bagel Bites and Kellogg’s Frosted Mini-Wheats.
The centerpiece of the effort is “Jump In!” a custom-published magazine with tips on communicating with teachers, tackling homework hassles, healthy before-and-after-school eating habits, and how to get involved with their child’s school. Local PTOs will give away 1.25 million copies of “Jump In!” to parents.
A dedicated Web site, Back2School2007.com, also carries school-related content and offers from sponsoring brands.
The marketing program is run by media company PTO Today, which provides organizational tools to PTO groups.
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