The Bin Weevils’ magazine, which goes on sale tomorrow (February 15), will add to the company’s upcoming toy range, as it tries to expand its brand across different media.
Amelia Johnson, one half of the duo that founded the North Kensington-based company in 2007, says that demand for a physical Bin Weevils presence has been spurred by the social network’s growing digital audience, which is the second most visited website in the UK for children aged 7-13.
She adds: “Our loyal BinWeevils.com fan base of over 2 million kids are looking to interact with their favourite characters, games and puzzles on a daily basis across a wide range of mediums.
Printed under a license deal with Egmont Publishing Group, the monthly title will be backed by digital marketing campaign across BinWeevils.com, games portal, Miniclip.com as well in the UK children’s publisher’s Go Girl and Toxic titles.
Online activity will be supported by a strategic tie-up with broadcasters, CITV and Nickelodeon, which has a minority stake in the social network.
Debbie Cook, director of magazines at Egmont UK, says: “As well as sitting comfortably alongside other Egmont titles, Bin Weevils magazine is particularly exciting due to its hugely popular social gaming website (Binweevils.com) and the unique world that has been created by Bin Weevils Limited.”
Rival children’s site Moshi Monsters launched a raft of print titles across several countries a year ago, while Disney’s Club Penguin unveiled its first print title in the UK last week (February 9) as a test for launching print titles in other countries.