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Parmalat Canada, Kids Can Press continue joint promotion

Parmalat Canada began a new phase of its year-long joint promotion with children's book publisher Kids Can Press yesterday. Until Aug. 31, specially-marked packages of Black Diamond FunCheez will contain one of three miniature books featuring the character Franklin The Turtle. Three more title will be released in October, and three more in February 2011. The program was developed in-house by Kids Can Press, which is a division of Corus Entertainment. The books will be promoted with 15-second television commercials that will run for four weeks beginning June 28. The ads will be supported by online materials at <>. "This partnership with Parmalat represents a unique offering and an inspired way to encourage reading by giving children the chance to collect a series of exclusive books from a beloved and internationally recognized character," said Lisa Lyons, president of Kids Can Press.

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