Scaled kids magazine 10x into brand growth engine.

Turning a kids magazine into a powerful driver of brand loyalty and retail sales

What started as a fun way to engage kids became something much more: a measurable growth engine. A top toy company wanted to explore whether its kids’ magazine could go beyond brand building and actually drive repeat purchase, product awareness, and long-term loyalty.

We grew the membership base from just over 100,000 to 1 million by scaling recruitment through catalogs and product inserts, launching a structured renewal strategy, and optimizing the content through kid surveys, contests, and focus groups. The magazine evolved into something kids looked forward to and something parents trusted.

We doubled down on the content kids loved most - especially the comic section - and expanded “by kids, for kids” features based on ongoing feedback. Timely product launches were integrated seamlessly into issues, transforming the magazine into a go-to-market tool that fueled excitement, deepened engagement, and drove sales both online and in-store.

Result
10x membership growth + 2-3x purchase frequency than non-members