The Reggie Award, given by the Promotional Marketing Association of America, honors the best promotional programs of the year. Among this year's winners is First Book , a nonprofit children's literacy organization, for its How the Grinch Stole Christmas program. The Grinch promotion was launched in conjunction with the release of last year's feature film from Universal, and with movie tie-in books from Random House. First Book is one of three organizations to receive the honor. For more information about First Book, go to