Houghton has put more than a little marketing steam behind its “Polar Express” line. It’s brought schools across the country on board, encouraging teachers to take the Polar Express into the classroom with not only the classic book but “Polar Express” teaching units, math problems, train-track reading logs, puzzles, crafts and party recipes.
On Marketing Run Amok, also On Cooking Tips
December 27th, 2004 · 2 Comments
by Booksquare
File Under: Quote of the Week
2 responses so far ↓
sarah // Dec 27, 2004 at 12:39 pm
In our area there were several mass-fieldtrips by schools, taking gradeschoolers to see Polar Express… Rather boggled me as I had a difficult time seeing ‘educational’ value.
booksquare // Dec 27, 2004 at 5:46 pm
Education, noun, the art of indoctrinating consumerism into children when they’re virtual captives. See also: Barney, Bratz, and any product by Disney.
Sounds to me like a lot of free tickets were given away in hopes of huge DVD sales….