DS: What made you decide to launch a new Minecraft magazine now?

IR: “With over 300 million worldwide sales of the game since launch, Minecraft is a global hit, and its success shows no signs of slowing down. With A Minecraft Movie coming out in 2025 and a Netflix show in the works, we wanted our readers to be able to experience the brand they love in the physical world. We’re so pleased to be able to bring that physical offering to UK audiences – we’re as excited about this launch as we hope our readers will be.”

DS: What is unique about this new title?

IR: “This is the first official Minecraft magazine. It’s published with Minecraft’s stamp of approval. Minecraft fosters imagination and creativity and this new title uniquely translates that creativity from digital gameplay to the physical world. Players can adventure through the magazine in the same way they can explore and craft within their virtual universe. All issues come with incredible covermount gifts, aiding with creative play and extending the joy of Minecraft off the page.

DS: What is included in the launch issue to get young readers excited about Minecraft magazine?

IR: “Every issue will be packed with insights, tips, posters, games and crafts. The launch issue is no different – escape creepers, design a skin, and learn all about sheep in the first issue of Minecraft magazine. And the excitement doesn’t stop there. Issue one comes with a diamond pickaxe covermount; a gift fantastic enough to bring the digital game firmly into the physical world.

DS: What makes Minecraft such a strong brand?

IR: “The versatility at the heart of Minecraft makes it exceptionally strong. Users can tailor their gameplay however they desire, with limitless options to build, battle, create, trade or explore. It’s also very accessible and encourages an engaged community. All ages can play, and players can interact with other users. This fosters co-operative experiences, while still allowing users the individual freedom to let their imaginations run wild. These are exactly the values the magazine showcases, through an accessible price-point, tips and tricks for even the most experienced player, and the chance to bring the game to life.”

DS: How important are independent retailers to this launch?

IR: “Incredibly. Independent retailers often sit at the heart of communities and are a natural and trusted destination for young readers wanting to enjoy their favourite brands in magazine form. Wide-ranging listings are crucial to the success of any magazine, and the scope, reach, and recommendations of independent retailers are part of making that success a reality.

DS: What are you doing to support independent retailers in making the most out of this title?

IR: “We’ve worked with our distributors and national account managers to communicate the details of the launch to independent retailers. This includes financial and market statistics in the Newspro newsletter. Recognising the importance of promotions, we’ve also booked space in independent retailers who are part of the Federation of Independent Retailers and Superleague federations, to increase visibility of this fantastic launch across retailers and customers alike.”

DS: What should retailers do to maximise their sales of Minecraft magazine?

IR: “Minecraft players love to explore the world in formats other than the game, like YouTube and books, so let customers know that there’s a new offering in the Minecraft universe. And let the covermount shine. We’ve worked to make the gift stand out on the shelf, so use that to your advantage.”

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