Scholastic Media & MLS joins forces again for Maya & Miguel.

After a successful first year collaboration, Scholastic Media announced today that it has renewed its agreement with Major League Soccer (MLS) to do a cross-promotional program to support its hit series, Maya & Miguel™, which airs on PBS KIDS GO!. The second year of this alliance kicks-off at the start of the 2006 MLS season this spring.

“Major League Soccer is one of our valued partners and has been a loyal supporter of Maya & Miguel since the show’s debut,” said Leslye Schaefer, SVP of Marketing and Consumer Products, Scholastic Media. “Last year’s collaboration brought thousands of kids together across the country to experience new friends and learn about the importance of teamwork not only in sports, but also throughout the community. We are thrilled to be working with MLS for a second year.”

The cross-promotional program involves Maya & Miguel’’s participation at MLS’s Futbolito events with costume character appearances as well as on-field poster and banner signage. It will also include an extensive grassroots program with Maya & Miguel appearing at community-based family tournaments in 16 key markets including, Los Angeles, New York, Miami, Chicago and Phoenix, to provide prizes to the winning soccer teams.

“Soccer is a sport that brings people of different cultures together all around the world,” said Stuart Crystal, Vice President Marketing and Consumer Products, MLS. “Maya & Miguel is a perfect fit for our fans, who include 14 million people under the age of 18, representing a diverse population.”