Scholastic Debuts Promotional App

Scholastic Parent & Child magazine has launched "KidQ," a free mobile app that facilitates conversation about the things that kids (and parents) are the most curious about.

The app, which is available now for iPhone and Android phones, delivers a question every day that serves as a conversation starter, along with an answer and fun facts to keep the conversation alive. Parents can engage with additional questions within the app, share their children’s funny answers via Facebook and Twitter and share their own question ideas.

Church & Dwight, owner of the Arm & Hammer brand, has signed on as the launch sponsor for the app, which will feature integrated questions based on sponsored products. As sponsor for the month of August, there will be Arm & Hammer advertising banners within the app, as well as 10 custom content questions that will focus on the science of scents. 

“'KidQ' is a unique opportunity for advertisers to become a part of real moments of connection between parents and their children,” says Jamie Engel, vice president and publisher, Scholastic Parent & Child. “This mobile platform, combined with print and digital options, allows Scholastic Parent & Child to offer a robust integrated promotion package guaranteed to reach a key demographic of parents with young children.”??

The Church & Dwight partnership is part of a larger deal with Scholastic Parent & Child magazine that includes integrated executions in print, digital and mobile for their new line of Clean Scentsations laundry detergent.

“With Scholastic Parent & Child’s focus on family, they were a natural fit to help launch our Arm & Hammer Clean Scentsations detergent line,” says Kevin Kuchinski, vice president, Arm & Hammer laundry detergent. “We were able to bring our new, vibrant scents alive through a variety of creative platforms, including a scratch-and-sniff cover on the print magazine, integration in the 'KidQ' app and sponsorship of’s Smart Family Travel content.”?