The research conducted by Ipsos Mori indicated that 46% of parents of children aged 2-7 years keep their child (or children) occupied on holiday or on long journeys with books and annuals. This is higher than all other forms of entertainment listed, including music, portable DVDs, games consoles, mobile phones, toys and games.
Of those that would buy annuals, 40% said that they would like a more portable format to fit in their child’s bag.
As a result of this consumer insight, Egmont has announced a “new and innovative” approach to the publication of their Summer Annuals.
The new look annuals, on sale in April this year, will be formatted in such a way that they can be easily slipped into a child’s rucksack/hand luggage, and will be easy to read, even if the child is sitting in a small airplane or car seat.
Each new A5 Holiday Annual will be packed with stories, games and activities, plus loads of stickers, making them the perfect holiday treat. Plus, their hardback cover means they are extremely durable, especially for long journeys.
The range will feature favourite children’s characters: Thomas & Friends, Ben 10, Disney Princess, Disney Pixar’s Cars, SpongeBob SquarePants and Disney Pixar’s Toy Story and will publish at £5.99 each.
Gillian Laskier, Group Sales Director, Egmont UK said: “We are delighted with the positive response from retailers and are excited to be leading the way with this new Annual format.”
The survey was commissioned by Egmont Publishing Group and conducted by Ipsos MORI.
