Strong showing for licensed mags in latest ABCs

Samantha Loveday

By Samantha Loveday

February 17th 2011 at 4:18PM
Strong showing for licensed mags in latest ABCs

Egmont, Redan and BBC Magazines enjoy success with children's portfolios.

The latest ABC figures for the six-month period from July to December 2010 have shown some strong performances for licensed magazines, despite a tough market overall.

The number one children's character publisher, Egmont saw its Ben 10 and Toy Story titles spearhead further overall growth. Ben 10 grew by 11.1 per cent year on year to reach an ABC of 71,104, while Toy Story - which launched in July to coincide with the release of the third movie - debuted with 48,525.

The circulation of the five titles in Egmont's Disney portfolio - Disney Princess, Disney & Me, Tinkerbell, Cars and Toy Story - grew by 22.5 per cent period on period to 208,497. Other good performers included Fireman Sam, up 5.1 per cent YOY to 28,541, and Tinkerbell, up 1.6 per cent YOY and 5.1 period POP to 31,003.

The entire Egmont portfolio saw its collective magazine ABC circulation reach 538,856, an increase of 2.8 per cemt POP and 1.2 per cent YOY for the July to December period.

"Egmont has delivered another set of strong ABC results with some really exceptional performers in Ben 10 and Toy Story," said Debbie Cook, director of magazines at Egmont.

Meanwhile, BBC Magazines saw circulations across its portfolio up 5.5 per cent POP and YOY growth of 0.5 per cent.

Among its children's titles, ZingZillas posted an impressive debut ABC of 52,037, while Doctor Who Adventures grew 26.8 per cent YOY to 56,648, buoyed by Matt Smith's success in the role of The Doctor. Cbeebies Weekly stood at 54,345, up 0.3 per cent YOY.

Pauline Cooke, publisher of BBC pre-school magazines, commented: "I'm very pleased that circulation figures for our pre-school portfolio, as a whole, are up 40,020 POP (9.8 per cent) and up 67,789 YOY (17.8 per cent). The increase is mainly due to the successful launch of ZingZillas magazine last summer."

Redan Publishing saw its FTL Friends top the pre-school listing - with an average sale of 69,331 copies - followed by its FTL Peppa Pig, with average sales of 65,141 copies.

"We are delighted to be at the top of the pre-school ABC charts again and believe that this is down to offering the best value for money, coupled with our top class editorial and design, and selection of characters, giving readers and their parents exactly what they demand in this highly competitive market," said Julie Jones, publishing director at Redan. "Even the children's area has seen the effects of consumers making cut backs, so it is ever more important to offer the best products at the most competitive price."

In addition, Redan's multi-character Sparkle World title averaged 65,457 copies.