August 26th, 2013
Is Product Placement Lurking in Your Kids' Back-to-School Lists?
By Paul Ziobro and Serena Ng
The Wall Street Journal
In a Push to Make Teachers' Supply List, Kleenex and Others Sponsor Websites, Offer Freebies
The school supplies list that fifth-grade teacher Judy Chase-Marshall put together for her students this year includes tissues, glue sticks, scissors and hand wipes. To be more specific, it includes Kleenex tissues, Elmer’s glue, Westcott scissors and Wet Ones hand wipes.
She made the classroom “wish list” using TeacherLists.com, a website that posts more than 300,000 back-to-school lists from around the country and is sponsored by the brands it suggests teachers add to their lists, like Kimberly-Clark Corp.’s Kleenex. Teachers can then share the list with parents using the website. “I have no preference for most of the brands, but they popped up so I selected them,” said Mrs. Marshall, who teaches in a school in Brooklyn, N.Y.