BBC Magazines to launch girls' lifestyle magazine 'Amy'

MUMBAI: BBC Magazines in the UK will add to its pre-teen portfolio of titles when it launches Amy, a lifestyle magazine for 5-8 year old girls next month.

With lots to read and do, Amy will feature many popular CBBC brands including Tracey Beaker, Blue Peter, Smart and Really Wild Show and will be designed to provide interactive activities and entertainment for young girls.

With CBBC content at it core, Amy will also feature a range of other topics, including film, arts and crafts, stories, puzzles, dancing and quizzes. The 32-page magazine will be published every three weeks, with each issue carrying a high quality cover mounted gift as well as featuring competitions with prizes.

BBC further says that a strong colour palette with familiar icons and fonts will give the magazine a distinct identity. Extensive research with parents and children in the pre-teen age group showed there was a strong opportunity to develop a magazine for 5-8 year olds, with a different positioning to existing magazines in the market. Amy has been designed to combine the world of young childhood play, whilst acknowledging the needs of maturing pre-teens.

BBC Magazines youth and children MD Toni Round says: "With only one other title in the market for this age group, our research showed there was a real need for a new magazine for this transitional group. During this period, 5-8 year old girls are discovering more about the world around them and learning new skills, particularly reading.

"Amy will help them develop these skills, with content that is designed specifically for them. We know that they have grown out of the pre-school titles in the market but are still very much little girls who are not yet ready for older magazines like Girl Talk. Amy will give them 'their own' magazine that reflects their world.

"During research, a magazine concept fulfilling these needs received an incredibly positive response and was heavily endorsed by mums, as well as girls. As with all our Youth and Children's magazines, we will ensure that readers get the most out of Amy in terms of fun, learning, and stimulating activities to sustain their interest and also satisfy mum's needs."

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