Egmont remains dominant in kids magazines
Egmont Publishing Group, the UK’s largest specialist publisher of children’s magazines and books, has reported strong ABC results for January to June 2010.
Highlights include strong performances from a number of licensed titles, including Disney Princess, Barbie, Ben 10 and Fireman Sam.
Egmont has the highest percentage share of the primary girls and pre-teen markets by both volume and retail sales value, and Egmont Girls Group reported an overall increase of 1.3 per cent period-on-period and 3.1 per cent year-on-year. The results are headlined by licensed titles Disney Princess and Barbie, which both sit within the top four titles within the primary girls sector. Disney Princess has a reported circulation of 67,502 (an increase of 5.6 per cent period-on-period and 7.9 per cent year-on-year) while the re-launch of Barbie in late 2009 continues to pay dividends, with circulation increasing to 54,083 (a significant jump of 5.0 per cent year-on-year).
A robust publishing strategy has seen a double-digit growth for Ben 10 magazine this period, with a circulation of 74,013 (up 15.6 per cent period-on-period and 5.7 per cent year-on-year). A big jump from Fireman Sam to a circulation of 29,568 (an increase of 8.9 per cent period-on-period) has also given Egmont a significant increase in the boys market.
Debbie Cook, director of magazines, Egmont Publishing Group said: “In what remains a challenging and competitive market, Egmont is very pleased to have recorded yet another excellent set of ABC circulation figures. Egmont Girls Group has continued to push for aggressive growth, with outstanding results from ... Disney Princess and Barbie magazines helping us secure the highest percentage share of primary girls and pre-teen markets. Ben 10 remains a hugely popular brand for boys, hence the official magazine continues to go from strength to strength! Certainly these results reinforce how well placed Egmont is to attract and retain big brands and licenses and convert them into market leading magazines.”
Disney Princess
The release of the Princess and the Frog movie in February has helped pave the way for an excellent ABC result from Egmont’s Disney Princess magazine, which now has a circulation of 67,502 (an increase of 5.6 per cent period-on-period and 7.9 per cent year-on-year). Disney Princess is the number two title in the primary girls sector. The new 2011 Rapunzel film ‘Tangled’ will help continue this upward trend.
Barbie
After its re-launch in 2009, Egmont’s Barbie magazine has continued to go from strength to strength, registering another great ABC result by reaching a circulation to 54,083 (an increase 5 per cent year-on-year). The Barbie brand is in growth across all categories, with doll, DVD and apparel sales up. Statistics show that two Barbie dolls are sold every second worldwide!
Ben 10
Ben 10 magazine, the official title for the smash hit boys’ cartoon, recorded a fantastic ABC result this period, with a circulation of 74,013 (up 15.6 per cent period-on-period and 5.7 per cent year-on-year). Ben 10 remains incredibly popular and the magazine is one of the only places readers can access classic Ben 10 features, as well as the newer Alien Force content.
Fireman Sam
There is lots of activity around the Fireman Sam brand with a new TV series on Catoonito & GMTV, new CGI imagery, new characters, new vehicles and new stories. Egmont’s Fireman Sam magazine has increased its circulation to 29,568 (an increase of 8.9 per cent period-on-period and 0.1 per cent year-on-year).
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