Magazine offers toys for grown-ups

A magazine about toys is due to launch this month – aimed at adults. The 100-page Toy Max will target readers aged 18 to 30 and will look at toys linked to fashion, music, politics, film and TV.

The title promises to offer news as well as articles about The Matrix, Sid Vicious, The Wizard of Oz, George W Bush and pop idols. A section entitled “Tomorrow’s Toys” will preview more than 100 imported toys, model kits and statues.

There will also be a monthly price guide and an in-depth eight-page directory listing over 500 stores, 100 websites, 40 manufacturers and distributors and international toy fairs and events.

News editor Tim Pilcher said: “Toys are the new cool. The fact there are action figures of everybody from Snoop Dogg and Frank Sinatra to Sid James and Tony Blair proves that the toy market has grown up. Toy Max is here to spread the word about the weirdest, wackiest and wildest toys imaginable and where to get them.”

Toy Max publisher Dez Skinn said toys were currently one of the fastest-growing consumer industries. “In this post-Star Wars age, they are primarily licensed from the entertainment media and contribute a massive slice of revenue to major brand names. Also, their importance to modern culture cannot be underestimated. I’m just amazed nobody thought of it before.”

Toy Max is published by the Quality Communications group, which publishes cult titles such as Doctor Who Weekly and Europe’s trade paper Comics International.

It will have a cover price of £2.95 and a print run in excess of 60,000.

By Ruth Addicott

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