New look, partners for parenting lifestyle mag

“We decided to come on board because we believe in the concept of RaisingKids which provides information support for today's parents who constantly strive to find the balance between parenthood and working,” explains Issy Zimmerman, director of Toys R Us.

So far, three issues of the magazine have been published since the launch last year. “We saw a gap in the market for a conversational, South African lifestyle parenting magazine and this has since paid off because the publication has been well-received,” comments RaisingKids editor and director Tracey Garde.

According to creative director Eileen Harrison, the new distribution channel will increase circulation to 37 000 copies. “Toys R Us have provided us with the platform to expand our magazine - both in content and distribution. We are looking forward to reaching a greater readership and strengthening the RaisingKids brand together with Babies R Us and Toys R Us,” she says.

Bridget Hudson, from specialised marketing consultancy About Parenting, recently joined the RaisingKids team as the advertising and marketing manager.

From the August/September 2008 issue hitting the shelves end July, RaisingKids will be available with a purchase at 20 key Toys R Us stores countrywide. It is also now listed at 41 selected Exclusive Books stores throughout the country.