BBC Magazines is rolling out a new collectable partwork for its Top Gear brand.
Top Gear Turbo Challenge is aimed at young fans of the show, with the first issue hitting news-stands on January 6th, priced £1.50 (usual price £2.50).
Each issue will feature a covermounted pack of nine collectable trading cards, which activate games on a dedicated website. There are hundreds of cards available for children to collect and swap, while they will also be available to be purchased separately.
There will also be rare, super rare and ultimate Sub-Zero Stig cards, which only appears in one out of every 1,000 packs.
Issues two and three will be accompanied by a two-part The Stig helmet card collection holder.
"Top Gear Turbo Challenge is tipped to be one of the biggest launches of the year and we're confident boys and girls aged seven to 14 will be clamouring to be part of this new craze," said Duncan Gray, publisher of the title.
National TV advertising will lead the marketing support for the launch of the partwork. In addition, BBC Magazines will be supporting independent newsagents with an exclusive loyalty voucher scheme run for Seymour Select members.