Mervyn's Rocks Back-to-School with Scholastic

Mervyn's retail chain, a subsidiary of Target, teams this month with Scholastic Entertainment's Schoolhouse Rock property for a back-to-school program in 226 stores in 14 states.

TV spots starring Smash Mouth's Steve Harwell as a substitute teacher air this month in Mervyn's markets. Harwell re-recorded Schoolhouse Rock songs "Conjunction Junction" and "I'm Just a Bill" for a CD from Interscope Records available free with purchase at all Mervyn's stores through Aug. 10. Ron Foth Advertising, Columbus, OH, handles the ads for Hayward, CA-based Mervyn's.

Mervyn's also launches a nationwide Schoolhouse Rock in-store initiative running through September and includes backpacks and lunch totes, as well as DVDs featuring original Schoolhouse Rock footage.