MAGAZINE ABCs: Moshi Monsters puts bounce into kids sector

The children's magazine sector has been boosted by the runaway success of Moshi Monsters and other launches transplanted from the online world.

MAGAZINE ABCs: Moshi Monsters puts bounce into kids sector

Moshi Monsters is an online game for boys and girls aged 6 to 12 that allowing them to choose a virtual pet monster and try challenges in the virtual world of Monstro City.

It has expanded into the real world with a series of products including toys, music, books, and Moshi Monsters Magazine, launched in February 2011.

The circulation of the £2.99 monthly has since grown to 227,958 copies, which is a blockbuster by the standards of pre-teen childrens’ magazines and also higher than the biggest selling men’s monthly, Men’s Health.

The biggest-selling boys magazine, Ben 10, has a circulation of 58,529 copies, and the top girls’ title, Sparkle World, stands at 78,816 copies.

Moshi Monsters Magazines’ rise – the title is up 34.1% period on period – has been accompanied by the arrival of other magazines based on virtual worlds.

Bin Weevils, published by Egmont, has unveiled a debut ABC of 47,011 copies while Club Penguin, which is linked to the Disney-owned virtual world and published by Panini, also debuted with 49,100 copies.

Emma Munro-Smith, co-editor of Moshi Monsters Magazine, published by SkyJack Publishing, said: "It’s a huge achievement and we’re immensely proud given the challenging market. These latest figures show that if the content is appealing enough, kids will continue to engage with magazines."

The magazine has a policy of accepting advertising only from licensees of Mind Candy, the company behind Moshi Monsters, according to SkyJack chief executive Matt Yeo.

Other successes include Egmont’s World of Cars, up 28.5% year on year to 40,505 copies, and Redan Publishing’s Sparkle World, up 20.7% year on year to 78,816 copies.

Immediate Media’s Girl Talk Art, a new launch, debuted with 59,000 copies, helping the girls’ primary sector to increase by 22.5% overall to 347,494 copies.

However, some titles appear to be losing their audience with Egmont’s Ben 10 down 17.8% to 58,529, Immediate Media’s Doctor Who Adventures down 36.2% to 31,093, and Immediate’s Girl Talk down 19.5% to 52,417 copies.

Title Publisher Jun End 2012 Prd / Prd % Change Yr / Yr % Change


Pre-teen - general

Moshi Monsters Magazine Skyjack Publishing
227,958 34.1% N/A
First News Newsbridge
62,903 24.8% 18.5%
Bin Weevils Egmont Magazines UK 47,011 N/A N/A


Primary - boys

Ben 10 Egmont Magazines UK 58,529 -9.5% -17.8%
The Simpsons Comics Titan Publishing Group
51,728 -19.3% -20.3%
Toxic Egmont Magazines UK 43,003 3.6% 6.2%
World of Cars Egmont Magazines UK 40,505 -1.2% 28.5%
Simpsons Comics Presents Titan Publishing Group
36,196 -11.9% -19.1%
Doctor Who Adventures Magazine Immediate Media Company 31,903 -34.2% -36.2%
Spider-Man Magazine Panini UK 28,612 6.7% 2.2%
Star Wars The Clone Wars Comic Titan Publishing Group
25,067 N/A N/A
Strike-It! Panini UK 25,027 -4.9% N/A


Primary - general

Club Penguin Magazine Panini UK 49,100 N/A N/A All About Animals Immediate Media Company 20,690 4.0% -15.9%


Primary - girls

Sparkle World Redan Publishing
78,816 18.1% 20.7% Disney's Princess Egmont Magazines UK 66,010 3.3% 4.4% Girl Talk Art Immediate Media Company 59,000 N/A N/A Barbie Egmont Magazines UK 53,246 0.4% 0.4% Girl Talk Immediate Media Company 52,417 1.9% -19.5% Go Girl Egmont Magazines UK 38,005 -7.5% 2.7%

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