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SI for Kids: new strategy to compete

Sports Illustrated for Kids magazine has teamed up with licensor Integrated Sports International as the publication plans to extend its franchise. Licensees will be able to use the property's name and reputation to develop products that are fun, irreverent and that...
August 1, 1998

Sports Illustrated for Kids magazine has teamed up with licensor Integrated Sports International as the publication plans to extend its franchise. Licensees will be able to use the property’s name and reputation to develop products that are fun, irreverent and that have an athletic look, says Cleary Simpson, publisher of SI for Kids.

Sporting goods, apparel, games and toys targeting six- to 12-year-olds will be the focus of the program. Back-to-school items and other accessories are also on the drawing board. The SI for Kids campaign begins in fall 1999, a decade after the launch of its first magazine. Distribution will reach sporting goods stores and mass merchandisers.

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