All of us at Scholastic are deeply saddened by the news that Norman Bridwell, the creator of Clifford the Big Red Dog, died last Friday evening on Martha’s Vineyard, his home for forty years, at the age of 86. He was one of the most popular authors for children ever, and was a gracious, caring friend to all of us at Scholastic.
Clifford arrived at Scholastic in 1963, having been rejected by every traditional children’s publisher, when Beatrice de Regniers, then the editor of Lucky Book Club, and herself a Caldecott winning author, saw Norman Bridwell’s cartoon-like picture book, and knew immediately that Clifford would be adored by children. Together with art director Mary Jane Dunton, she worked with Norman to create a book which quickly became a bestseller on Lucky, then our club for the youngest readers.
Norman Bridwell always said he was fortunate to have come to the right editor at the right company at the right time. Because we sold books directly to children, Clifford became popular in book clubs and book fairs where children choose and buy the books they want to read. And so Scholastic was the right home for this lovable character who became the friend of generations of young children.
First appearing in just one color, soon Clifford was published in red and black and more Clifford stories appeared—totaling 160 titles over the years. Later there was Clifford on TV, Clifford merchandising, the Clifford balloon at the Macy’s Day Thanksgiving Parade, Clifford Puppy Days, and Clifford plush. We also had hundreds of Clifford the Big Red Dog costumes for appearances at book fairs, at conventions and on Broadway as we recruited customers into the Scholastic Store in Soho. Clifford appeared in Asia as well as in schools and bookstores throughout the United States. The big Clifford plush dog greets all visitors to our New York office at the top of the escalator in our reception area.
As Clifford became one of the best known characters in the lives of children, he also became the symbol of Scholastic. Our Clifford Be Big campaign identified the values of Clifford and of the Company: Share. Play fair. Have respect. Work together. Be responsible. Be truthful. Be kind. Believe in yourself. Help others.
Norman Bridwell himself personified the values of Clifford. He was polite, generous, courageous, kind, and always thought of others. He also was unwavering in his caring for Clifford and for children. In turn, he and Clifford were beloved by all.
One hot summer day in Martha’s Vineyard, more than 20 years ago, I was with him at a book signing, which for Norman meant drawing an original Clifford for every child, each personalized by name or by sketch to the individual child, and signed by Norman. I will always remember how resolute Norman looked that day, as he sat patiently on a stool in the sun for six or seven hours, waiting for the last child who wanted a drawing.
Norman Bridwell will live on through Clifford, who was known and loved by children everywhere and so became an icon of childhood and of Scholastic.
