Polar Express Delivers Prize to Minnesota Bookstore

The Polar Express Ride for Reading, a national marketing campaign developed by Houghton Mifflin and Book Sense and timed with the release of Warner Brothers' animated adaptation of Chris Van Allsburg's The Polar Express this past holiday season, spurred many booksellers to create special events, utilizing the party kit, posters, and paper donor "boxcars," provided in September's Red Box mailing. Many were attracted to the promotion's additional purpose -- to raise funds for children's literacy, through the First Book organization, or a local literary group.

One such bookseller was Beth Plattner, owner of Fishing With Your Mind in Walker, Minnesota, the winner of the Polar Express Ride for Reading contest. Plattner has won a "Polar Express Prize Pack," which includes movie passes, a signed movie poster, and a signed library of Van Allsburg's books.

Plattner, who was surprised and thrilled to win, credited the marketing materials provided by Book Sense and Houghton Mifflin with inspiring her to create the store's very successful November 6th Polar Express Pajama Party. "Thanks for all the wonderful ideas from the event pack that went out in Red Box mailing. That is what sparked my interest," she told BTW.

The timing was perfect for the Walker store, which is located in an area with many summer attractions. Plattner said, "After Labor Day things slow to a snail pace. There are days I can sit in my store and not have a single person come in. It gets a bit discouraging."

Plattner leaped on the idea like the old hoboes onto a warm boxcar. "We started selling [paper donor] cabooses for five dollars a piece. All that money went directly to our local schools' literacy program. They [the schools] are responsible for getting books into the hands of children from low-income families.

"Our local paper ran an article advertising the event, stating that we even had a 'train conductor' coming to read the story. We had 'stations' set up in the store where the kids could do mazes, word finds, and letters to Santa" -- all this in 1,000 square feet.

"By Saturday afternoon," she continued, "the store was decked out and looking awesome. We were planning for about 20 - 30 kids max. We were set. What happened was that 76 kids and their parents showed -- all in pajamas. My store has never been so packed. We had the best time and the kids, and parents, thoroughly enjoyed themselves. It was a huge success. People are asking when the next party is going to be." --Nomi Schwartz