Target, Marvel Give Comics to School Kids

Target Stores and Marvel Enterprises are distributing 1 million custom-published comics to promote literacy.

Target and Marvel are producing a series of custom comics featuring Marvel characters such as Spider-Man and Captain America in storylines that highlight the importance of reading. Cover Concepts, a division of New York-based Marvel, has distributed the first book in the series to third- and fourth-graders via its in-school network. A second title will go to 2 million kids in Spring 2005.

The giveaway is part of Minneapolis-based Target's "Ready. Sit. Read!" cause marketing program.

"Studies show that if a child can't read by the third grade, he or she may never catch up," said Laysha Ward, Target VP-community relations, in a statement. "Our partnership with Marvel and its Cover Concepts division helps us reach many children at a critical point in their reading education."