YALSA, WWE® kick off WrestleMania® Reading Challenge

Contact: Stephanie Kuenn

YALSA Communicatons Specialist

(312) 280-2128



For Immediate Release

October 20, 2009

CHICAGO — World Wrestling Entertainment’s WrestleMania Reading Challenge, sponsored by the Young Adult Library Services Association (YALSA), a division of the American Library Association (ALA), with support from Mattel and DK Publishing, launches this week as part of Teen Read Week™ which takes place October 18-24.

More than 1,800 librarians registered for the fifth annual reading challenge, in which teens and tweens in grades 5–12 in the U.S. and Canada participate. The WrestleMania Reading Challenge offers teens and tweens the opportunity to extend reading from Teen Read Week into the rest of the academic year. Students who participate in the WrestleMania Reading Challenge are encouraged to read one item a week — a magazine, a book or other materials — and keep a reading log continuing through Jan. 19, 2010. WWE Superstars John Morrison and Kofi Kingston, and WWE Divas Nikki and Brie Bella are this year’s WrestleMania Reading Challenge spokespersons.

“Working with WWE, Mattel and DK Publishing provides YALSA the chance to reach a wide audience of teens and tweens with a message about the vital role books, reading and libraries can play in their lives,” said YALSA President Linda Braun.

Twenty-one finalists (three in each grade category from seven different regions) will win airfare, hotel and tickets to WrestleMania XXVI in Phoenix for themselves and a parent or guardian, while their sponsoring library wins $2,000. Finalists will then compete in the WrestleMania Reading Challenge Finals in Phoenix and the three winners (one from each grade level) will win ringside seats at WrestleMania XXVI.

For more than 50 years, YALSA has been the world leader in selecting books, videos and audio books for teens. For more information about YALSA or for lists of recommended reading, viewing and listening, go to www.ala.org/yalsa/booklists, or contact the YALSA office by phone, (800) 545-2433, ext. 4390; or e-mail, yalsa@ala.org.

World Wrestling Entertainment, Inc., a publicly traded company (NYSE: WWE), is an integrated media company and recognized leader in global entertainment. With programming broadcast in more than 145 countries and 30 languages, WWE provides 22 hours of weekly PG-rated programming domestically, in addition to 14 pay-per-views a year. Each week, 16 million people tune-in domestically to see WWE Superstars and Divas on Monday Night Raw, Friday Night SmackDown, ECW, and WWE Superstars’ with millions more internationally. WWE holds more than 300 live events, entertaining over two million fans a year. The company’s brand extends across multiple platforms including: WWE Studios; WWE.com and WWEKids.com; WWE Magazine and WWE Kids Magazine; licensed merchandise; music and home entertainment. In addition, WWE “In Your Corner” is WWE’s charitable arm that focuses on literacy programs, civic engagement, military support and a 20+ year partnership with the Make-A-Wish Foundation. More information on World Wrestling Entertainment can be found at

Mattel, Inc., (NASDAQ: MAT, www.mattel.com) is the worldwide leader in the design, manufacture and marketing of toys and family products. The Mattel family is comprised of such best-selling brands as Barbie®, the most popular fashion doll ever introduced, Hot Wheels®, Matchbox®, American Girl®, Radica® and TycoR/C®, as well as Fisher-Price® brands, including Little People®, Power Wheels® and a wide array of entertainment-inspired toy lines. In 2009, Mattel is recognized among the "100 Best Corporate Citizens," as one of the "World's Most Ethical Companies" and as one of FORTUNE Magazine’s "100 Best Companies to Work For." With worldwide headquarters in El Segundo, Calif., Mattel employs approximately 30,000 people in 43 countries and territories and sells products in more than 150 nations. Mattel's vision is to be the world's premier toy brands—today and tomorrow.

DK Publishing is world renowned for its distinctive, highly visual books that inform, inspire, and entertain readers of all ages. Publisher of the recent New York Times bestseller Star Wars: The Clone Wars: The Visual Guide, among others, DK also publishes the award-winning Eyewitness series for children and Eyewitness Travel Guides. DK is a division of Penguin Group (USA).