Montreal-based right-brain proselytizer The Mad Science Group has signed a multiyear publishing deal with New York pubco Scholastic. The deal calls for Scholastic to create 12 books based on Mad Science’s live demonstrations, in which it teaches kids about the joys of science. Last year, MS performed 119,000 demos for kids at schools, community centers and homes across North America. Initially, starting in fall 2000, Scholastic will distribute the titles through its book clubs and book fairs, with the goal of launching them at retail once they’ve gathered enough sales momentum, says Mad Science CEO Ariel Shlien.

The publishing deal is the first in a number of initiatives the Canadian company is embarking on to try and take Mad Science to new media and distribution channels. Other deals in the works include a licensing agreement with a toy manufacturer, as well as a deal with a major U.S. mass retailer that will see it create branded Mad Science sections in each of its stores. Shlien expects both agreements to be finalized by the end of the month. SA