Scholastic Plans to Put Its Branding Iron on a Successor to Harry Potter

Scholastic, the United States publisher of those wildly successful books by J. K. Rowling, is moving forward with what it hopes will be its follow-up blockbuster series.

Called “The 39 Clues,” this series will feature 10 books — the first of which is to go on sale next September — as well as related Web-based games, collectors’ cards and cash prizes. The project demonstrates Scholastic’s acknowledgment that as much as the publisher heralded the renewed interest in reading represented by the Harry Potter books, many children are now as transfixed by Internet and video games as they are by reading.

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