Action! magazine is a brand-new kids title which partners with a different major Universal film franchise every month to bring in new readers and big sales. The first issue is hitting shelves now with a Minions cover.

Dia Stronach: What makes Action! magazine unique?

Madison Halladay: “Action! is one-of-a-kind on the shelves by being the only officially licensed film-focused magazine in the market for children. Partnering with Universal, the magazine will rotate between some of the biggest movie franchises of the 21^st century. For instance, Minions, Shrek and more.

“Action! offers an entertaining way to connect with epic franchises. It does this by engaging readers with puzzles, crafts, games and humour that reflects what makes the brands so popular.”

DS: What do you have lined up for the launch issue that you think will get readers excited?

MH: “Our first issue focuses on the Despicable Me franchise and everyone’s favourite little yellow helpers, the Minions.

“Following the massive success of the fourth film, we give readers an insight into the amazing characters. This will include behind-the-scenes trivia, fun activities and lots of Minions silliness. The official Minions gift complements the offerings of the magazine and adds great value.”

DS: What are you doing to promote this new launch, and how can retailers make the most of it?

MH: “We are also posting about the issue on our social media. We encourage retailers to share the posts if they are stocking the title to increase awareness.”

DS: What sets Action! visually apart from other magazines on the shelf?

MH: “The magazine’s design plays with a cinematic theme and injects the bold, bright colours of the beloved franchises that will be the focus of each issue. The title, much like the direction on set, calls the attention of the consumer and the product is sure to stand out on shelves.”

DS: How important are independent retailers to the success of the magazine?

MH: “Independent retailers form an important part of our strategy. Approximately 25% of our supply goes to such stores. We are grateful to be able to stock our magazines across the country and reach a wide readership, supported by independent retailers.”

DS: What trends are you expecting to see in 2025, and how is this title capitalising on them?

MH: “As the magazine rotates between the hottest movie launches, we are at the forefront of what kids are seeing in the cinemas and on shelves. How To Train Your Dragon is set to be a massive release this summer and we have a special issue releasing to capitalise on this and the excited fanbase.”

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