Scholastic is gearing up for a huge marketing/promotional/publicity push behind their latest potential YA franchise: The 39 Clues. The series is about the quest of two kids, who are part of a powerful, centuries-old clan (other members of the clan included Mozart and B. Franklin), to find 39 clues that will lead them to some kind of ultimate power.

The problem is Scholastic’s approach towards getting these books out there is suspiciously gimmicky:

The series is also Scholastic’s attempt to create a branded franchise for which it owns all the rights. Ms. Rowling retained the rights to the Harry Potter series, which meant that she could pursue separate deals for film and other licensed products, effectively cutting out Scholastic.

An online game will allow readers to search for the 39 clues themselves, while solving puzzles and playing mini-games that will be refreshed daily. Mr. Levithan said the site would include blogs written from the points of view of characters, and maps, treasure hunts and videos, many with historical and geographical content.

Each book will come with six collectors’ cards that can be used to find further clues in the online game. Players can also win cash and other prizes.

The publisher hopes that reluctant readers will be drawn to the books by the game. “Reading the books will make you better at the games, so that is the incentive,” said Suzanne Murphy, publisher of Scholastic’s trade division.

Usually a blatant cash grab like this signals the end of a trend. With YA fantasy films tanking all over the place, the Potter books ending, and now this, are we seeing the end of the YA fantasy lit trend?

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