BOOK IT!, the national reading incentive program created by Pizza Hut, is beginning its 28th year with enrollment in 680,000 classrooms across the country. More than 14 million students in 38,000 schools are involved in the BOOK IT! reading program.

In May, BOOK IT! announced it has joined with author Jeff Kinney and his book series "Diary of a Wimpy Kid" for the 2012-2013 school year. "Diary of a Wimpy Kid" is integrated into all BOOK IT! classroom materials, teacher printables and web creative at bookitprogram.com.

"Year after year, the Pizza Hut BOOK IT! Program continues to reach new kids with a positive message about how rewarding reading can be," said Shelley Morehead, BOOK IT! Program administrator. "Through our 'Diary of a Wimpy Kid' partnership and our 28 years of advancing literacy, we're fortunate to have such tremendous support from schools around the country who want to make it great."

This year also includes a new BOOK IT! tagline: "Read Your Heart Out," aimed to motivate children to make reading an important part of everyday life. The "Read Your Heart Out" Quest involves five steps for young readers: rally readers, track reading minutes, take on the Principal's Challenge, read to help kids who are hungry and share your love of reading. Resources are available online for each step of the Quest.

"The BOOK IT! Program and 'Diary of a Wimpy Kid' are a perfect match," Kinney said. "Both BOOK IT! and 'Diary of a Wimpy Kid' are passionate about bringing reading to life in a fun and relevant way."

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