Story House Egmont’s Laura Adnitt on success with Squishmallows, Stitch and Go Girl titles, gearing up for innovative new retail promotions and kickstarting plans for 2027.
LicensingSource.net catches up with a selection of licensees across key categories to find out their summer success stories, what they see as the highlights and challenges as we enter the ‘golden quarter’ of 2026 and their main goals for 2027.
Today: Laura Adnitt, publishing and global brand management director, global magazines, Story House Egmont.
“The good times started early for us, with the end of May and beginning of June delivering our highest sales peak since last summer.
Squishmallows got off to a flying start in April, while Disney Stitch is now fully established in the market and performing brilliantly. Our preteen girls’ lifestyle magazine continues to be an absolute superstar. Thanks to its unique ability to adapt with every issue, Go Girl has tapped perfectly into the hottest trends of the moment – from K-pop, blind boxes and kawaii to gaming, squishies, cozy colouring and Jellycat bundles. The results have been extraordinary – Go Girl is now the seventh biggest title in the entire children’s market. It has achieved the highest Retail Sales Value (RSV) and sales growth of any title in the market, up a staggering +29% year-on-year.
As we head into Q4, we have a lot to look forward to. We are gearing up for innovative retail promotions, championing our ‘Me Time Moments’ messaging, debuting exciting new packaging executions and bringing fresh creative approaches to our established brands.
At the same time, we are kickstarting our budgeting process for 2027. The magazine market moves fast, and we already have a wealth of inspiration lined up to guide our publishing decisions for the year ahead.”
This feature originally appeared in the autumn 2026 edition of Licensing Source Book. To read the full publication, click on this link.
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