Nadia Khaldi, head of engagement at Generation Media, commented: “The majority of children’s titles may have experienced a decline but the sector has increased circulation period-on-period. With parents struggling to keep their children away from digital devices, it appears that magazines can be effective at engaging children away from screens”.
The children’s magazine sector continues to be driven by licensed titles. Circulations then fluctuate with the popularity of licences. The total circulation of the sector is stable largely due to new magazine launches tapping into the latest trend, the most recent being Paw Patrol and Finding Dory.
The Pre-School sector overall remains the largest kids’ press sector and two Peppa Pig titles remain at the top. Whilst Peppa Pig Bag-o-Fun has continued to grow (+17.6 year-on-year), Peppa Fun to Learn has seen consistent decline (-22.9% year-on-year) over the last couple of years. CBeebies Art and CBeebies Magazine could reach the top three in the next ABC release.
The Primary Boys sector has grown by 11% period-on-period. Lego titles Ninjago (16.7% year-on-year) and Disney Star Wars (25.7% year-on-year) have seen consistent growth. However, the category is still down overall -2.6% year-on-year. Several licensed titles are struggling to maintain circulation, in particular Doctor Who Adventures Magazine (-41.5% year-on-year) and World of Cars -46.8% year-on-year. However, this may change with the new Doctor Who series and new Cars movie coming out in spring this year as well as the license seeing an uplift overall in popularity amongst kids.
The Primary Girls sector has seen declines across all titles except two, Girl Talk (+12.8% year-on-year) and Girl Talk Art (+16% year-on-year). Barbie (-36.5% year-on-year) and Disney Princess (-17.50% year-on-year) are previously strong titles that have seen consistent decline.