INSIDE LINE;SUN-MAID LOOKS TO SCHOOL DAYS IN NEW PROMO

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Sun-Maid Raisins this month launched a national back-to-school promotion targeting families with young children. The effort includes a tie-in to Athlete's Foot shoe stores, offering a $5 rebate coupon with the mail-in of two proofs-of-purchase for Sun-Maid six-packs. A national free-standing insert and radio spots back the promotion. Vargas Marketing Group, Berkeley, Calif., coordinates.

"Goosebumps," R.L. Stine's best-selling children's book series and the No. 1 kids TV series currently broadcast on Fox Children's Network, stars in a multimillion-dollar cross-promotion starting Sept. 23. Included in the effort are Hershey Chocolate USA, and PepsiCo's Frito-Lay, Pepsi-Cola Co. and Taco Bell units. Three exclusive minibooks by Mr. Stine will be distributed inside more than 30 million Frito-Lay products; the books are also available via mail-in offers from Pepsi and Hershey products. Taco Bell will offer a special kids meal.

Tiger Electronics is linking with MTV: Music Television to back the cable network's "Winter Lodge" program beginning in November. The setup of a night-time downhill ski event will resemble Tiger's Lights Out hand-held electronic puzzle. Consumer promotions are also included.

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