Marketing to children (and mums) through children's magazines

In: Young consumers: insight and ideas for responsible marketers, Volume 5, Issue 1, p. 35-44

Abstract

Demonstrates the popularity of children's magazines in the UK, and the power of licensed characters for children up to seven years old; magazines aid in children's self‐development, they are an alternative to sweets and TV as a treat, they have a variety of content, and they give parents and children quality time together. Outlines the size of this highly competitive market, and its segments of preschool, comics (mainly aimed at boys), and girls, their retail profile, and market trends. Moves on to how these magazines fit into parents' and children's worlds, including case studies of four major licences: Disney, Barbie, Thomas the Tank Engine, and Clifford. Explains why these licences are so successful, and suggests how brands can use them to communicate with children and parents, through suitable advertisements, competitions and promotions.