New Magazine Opens Up Ad Opportunity

Egmont and Disney Publishing Worldwide have announced the launch of a new monthly magazine for girls aged five to seven, Disney Fairies, opening up a new avenue for advertisers.

An extensive marketing campaign within Egmont’s Daisy magazine and their other titles, reaching a collective readership of over 300,000, will support the new publication. Egmont will also run a number of awareness-building competitions within key regional newspapers.

With recent news signalling uncertainty for child-focused advertising in television (see Fast Foods and Fat Kids), Disney Fairies offers advertisers an opportunity to talk to the five to seven-year-old primary girls market, as well as their parents, and is expecting to attract big name advertisers from the girls accessories, fashion and toy sectors.

Disney Theme Parks, Disney Cruises and Disney Radio are all running supporting promotions and advertising until 2007 for Disney Fairies. In addition to books, the Disney Fairies franchise will include an international online site with mobile content, stationery, apparel and home-ware consumer products, and multiple CGI films beginning in 2007.

DPW is the world’s largest publisher of children’s books and magazines and publishes in 103 countries, reaching more than 100 million readers each month. The new magazine’s visual identity is focused around Peter Pan‘s Tinker Bell character and the publication will have an initial print run of 110,000 with a cover price of £1.99. It will be available on the newsstands from June 7.

Walt Disney Company: 020 8222 1000www.disney.co.uk