Wise Foods gets on Scholastic's Magic School Bus for a regional back-to-school campaign.

Wise snacks will put Magic School Bus premiums in 600,000 multi-packs in the East and Midwest. The 25-count packages also carry a $3 rebate and a mail-in offer for one of seven Magic School Bus DVDs from Warner Bros. The promo runs Aug. 1 through Nov. 15. Scholastic supports the offer on its popular Web site, Magicschoolbus.com.

The tie-in with Kennesaw, GA-based Wise is one of several efforts celebrating Magic School Bus' 20th anniversary, including an event at the Scholastic Store in New York City.

For Wise, the promo follows up its summer tie-in with Modell's Sporting Goods, with on-pack coupons offering discounts on baseball-related merchandise (PROMO Xtra, June 5, 2006).

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