Egmont has had the licence to produce the official Barbie Magazine since the early 1990s and the firm works very closely with Mattel to ensure that the publication is always on-brand and meets consumer needs.
“Last year we commissioned a major piece of research for Barbie Magazine,” explains Siobhan Galvin, publisher at Egmont Magazines. “We set out to further our understanding of what our readers wanted from the title. We relaunched last September; we have given the magazine an aspirational styling to make it look older, but still be an appropriate and safe environment for five to six year olds."
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