Toy maker Fisher-Price, a subsidiary of Mattel Inc., was the sole sponsor of the new Spanish-language publication Jugando a Crecer (“Playing to Grow”). Jugando a Crecer was distributed last fall to almost 1 million parents of newborns and infants. The custom magazine was designed and written by Meredith's American Baby Group by a team headed by Erica Martinez. Jugando a Crecer had a total circulation of 960,000 distributed through a variety of programs. 375,000 copies were bound into the magazine Espera (biannual, circ. 757,945) and distributed to pregnant Hispanic women in Ob-Gyn offices from October 2004 through March 2005. The remaining copies are being distributed from August 2004 through March 2005 to new Hispanic moms in hospital maternity wards through the “Para Nuevas Mamás” gift bag program. Additional distribution will be at Hispanic consumer events during the same period. The free custom publication stresses the importance of play in the early years of life, and offers tips on how to foster cognitive and motor skills through play. It also provides helpful information about the stages of early childhood development and selecting age-appropriate toys. (For more information on Hispanic parenting publications, see “Publishers work hard to keep up with Latina Moms, marketers lag behind” [page 12, Portada® No. 11, Sept. 2004]).


Portada Staff

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