Licensing News

Egmont partners with MGA to launch Poopsie magazine

Published on: October 23rd, 2019

Priced at £3.99, the new magazine launches today (23rd October). 

Egmont Publishing has announced the launch of its new Poopsie Slime Surprise magazine in collaboration with MGA Entertainment.

MGA’s Poopsie Slime Surprise brand combines the experience of unboxing surprises with pop culture and parody references. After only a month on the market, Poopsie Surprise Unicorn sold out worldwide, becoming a bestselling holiday toy, and was listed as a must-have toy for Christmas 2018. The brand’s popularity shows no signs of slowing down, as according to the most recent NPD data, Poopsie is the No. 3 new property in the total toy market (NPD, YTD Jul-19).

The magazine, aimed at readers 6-9 years-old, will bring the Poopsie brand attributes of fantasy, unicorns and rainbows to life in a unique magazine format. The debut issue of the new magazine is filled with puzzles, posters, games and surprises, and is accompanied by six free gifts.

Poopsie is the latest addition to Egmont’s portfolio, which includes an extensive range of girls’ publications, ranging from its proprietary, popular pre-teen magazine, Go Girl, to other market-leading licensed titles. For the past three years, Egmont has consistently ranked as the leading publisher for primary girls’ magazines in terms of RSV, and currently has a third of the sector’s market share.

“We’re thrilled to be entering into a new partnership with MGAE, which has proved itself to be a trend-driven pioneer in the toy market, championing innovation in both products and packaging,” said Laura Adnitt, magazines publishing director at Egmont. “The Poopsie brand has been a huge success in the UK market, and we know that fans will love learning more about their favourite Poopsie characters through this unique magazine.”

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