Scholastic Media is developing a multi-tiered marketing strategy for Maya & Miguel that emphasizes community outreach and providing online resources for kids. The new campaign is kicking off with sponsorship of the US Youth Soccer association, which is hosting M & M-branded soccer events. The toon about Hispanic siblings will have an active presence at 12 Kohl’s American Cup Tournaments across the country until September. At each event, young soccer players have an opportunity to play an inflatable M & M soccer game, screen special episodes of the series, get their photo taken with Maya and Miguel costume characters and receive branded prizes, including DVDs and trading cards.

Online activities at broadcaster website www.pbskidsgo.org/mayaandmiguel and scholastic.com will complement the tournaments and will include games and activities to spur on kids’ love of soccer. Scholastic is also joining the National Latino Children’s Institute to coordinate character appearances for the TV twins in celebrations of Dia de los Ninos (Children’s Day) on April 30th across the US. Events including book readings and appearances are being set up in L.A. and Dallas.