Absolutely magazine is a kids’ magazine which focuses on a different well-known, toy-connected theme popular with primary school aged girls each month, making it an easy way to add a whole new roster of popular brands to your shelves. Madison Halladay is the title’s senior editor.

Dia Stronach: What is Absolutely magazine about?

Madison Halladay: “Absolutely is a rotating-brand, standalone magazine in the primary girls category. With a roster of popular licenses, including Barbie and Magic Mixies, as well as evergreen themes of princesses and magical creatures, each issue is packed with activities, puzzles and crafts to engage readers. Issue 41, on sale in May, is our bumper issue using the fan-favourite theme of Barbie Fantasy, officially under license from Mattel.”

DS: What coverage can readers look forward to in Absolutely magazine?

MH: “As well as a wealth of engaging activities across the magazine’s 36 pages, such as three cut-out crafts, colouring and a sweet, seasonal recipe, readers can expect even more special Barbie Fantasy offerings in this bumper issue. These include an eight-piece pop princess gift set, perfect for encouraging imaginative roleplay, over 50 stickers, and a giant colouring poster in addition to two A3 posters, all for £7.99.”

DS: How does this title standout in the crowded market?

MH: “The Barbie Fantasy theme is unique. it exclusively utilises the magical and whimsical side of the Barbie brand, empowering readers with themes of friendship and imagination. Barbie Fantasy is one of our most popular themes for the magazine. we believe the additional offerings included in this issue provide great value for money and lots of opportunities for readers to return to the magazine and gift again and again.”

DS: What do you have in upcoming issues that retailers should be promoting?

MH: “Due to the popularity of the Barbie Fantasy theme, there will be two more issues with this license in 2025, scheduled at key times of year, with plans for another bumper issue during the summer holidays. Magic Mixies will also be featured in issue 43, as the first issue that focused on this exciting toy brand was the best-selling issue of Absolutely in 2024. We would recommend that retailers look to promote these issues to take advantage of the hype for these brands.”

DS: How important are independent retailers in the success of the title?

MH: “Independent retailers form an important part of our strategy. Absolutely is currently stocked in over 5000 independent stores, making up approximately 38% of the supply. We are incredibly grateful to for the support of independent retailers to help us reach a wide readership across the country.”

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