Indigo Books & Music and Corus Entertainment’s Kids Can Press are teaming up to raise awareness and funds for Canuck kids through the Indigo Love of Reading Foundation, featuring Scaredy Squirrel.

PSAs for the campaign have been airing on kidcaster YTV and in November, Indigo and KCP will introduce an exclusive collectible Scaredy Squirrel Box Set (approximately SRP US$23), with proceeds from each sale going to The Foundation.

The set will be available through Indigo, Chapters and select Coles stores across Canada, and includes a paperback edition of Mélanie Watt’s Scaredy Squirrel picture book, plush Scaredy Squirrel hand puppet and is packaged in a recycled box that converts into a puppet theatre. It’ll be supported with on air spots on YTV and online banners on TreehouseTV.com, as well as through in-store promotions and holiday gift guides from Indigo and Chapters.

The Foundation began in 2004 to address the underfunding of public schools, their libraries and literacy crisis. The Foundation annually commits about US$1.4 million to high-needs elementary schools to rebuild their libraries with new books and education resources. Check out http://loveofreading.org for more info.