Former basketball star Earvin "Magic" Johnson is shooting for a new audience in K-12 education. Johnson's company, Magic Johnson Entertainment (MJE), has entered into a joint venture with independent children's studio Blackboard Entertainment to develop interactive learning tools for children and schools--especially those in underprivileged communities.

"This project is all about the kids," said Johnson, who serves as president and chief executive of MJE. "Everybody knows the importance of children's educational programming. We're going to deliver new, exciting multimedia that gives kids something to think about and something to do after the TV or the computer is turned off."

Johnson's involvement stems


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