MAGAZINES week BARBIE

Opportunity of the

Kennedy Publishing’s assistant head of editorial, Sophie Prewett, explains how the upcoming Barbie movie will generate extra sales of the magazine dedicated to the doll

Sophie Prewett

What is the title about, and how has it been performing?

Barbie has had enduring appeal since the brand was founded in 1959.

Mattel is committed to maintaining Barbie’s position as the most diverse doll brand on the planet, and we reflect that in the magazine with our values of diversity, creative expression and learning through play.

Since Kennedy acquired the title in 2018 it has gone from strength to strength, with sales growth currently up by 21% year on year.

How vital are independent retailers to the success of the title?

Independent retailers are key to Barbie magazine’s commercial success. In fact, the magazine’s sales through independent retailers are up by 6% year on year.

With the release of the Barbie movie in July, we expect brand awareness to be at an all-time high, so anticipate this rising during the summer.

How do you recommend retailers stock the title ahead of the film release?

We’re expecting to see the magazine’s sales increase as a result of the movie’s release. A way for retailers to capitalise on this popularity would be to give Barbie a double facing at the front of shelves near other girls’ titles, such as Frozen and Disney Princess.

How does the title continue to stand out in a crowded category?

Since January, we’ve refreshed the magazine’s design to maximise appeal at point of sale, using illustrations alongside

New Swimming Title Is Sure To Make A Splash

Retailers on the lookout for niche and specialist titles – which are enjoying a resurgence – will be excited to hear more about Swim, a newcomer to the sports category.

doll photography to create eye-catching covers with fluoro colour pops that jump out from the magazine shelves.

Alongside that, we include high-value Barbiebranded product competitions in every issue, worth a minimum of £100, which is always highlighted to buyers on our covers.

We pack every issue with three themed chapters exploring brand themes, from fashion design with Barbie Extra to aspirational careers content from the You Can Be Anything brand, to ensure our readers get the most value possible for money.