Highlights is celebrating its 75th Anniversary with a lineup of initiatives, new signature IP products and events.
A celebratory June cover of Highlights magazine featuring a Hidden Pictures birthday cake kicks off several activities that include a national brand campaign, a partnership with Audible, expanded licensing program, podcast, two major titles based on the magazine’s flagship features, Hidden Pictures and Dear Highlights, exclusive deals on Highlights products and 75 days of giveaways on social media channels.
“Our commitment to helping kids become their best selves has been our moral compass and leading purpose since the first issue was published by my great-grandparents,” says Kent Johnson, chief executive officer, Highlights. “We are excited about several new initiatives this year that will help propel a movement to support kids and foster optimism in generations of kids to come.”
An Audible mini-series featuring Goofus and Gallant and a “Dear Highlights” podcast hosted by longtime editor in chief, Christine French Cully that will explore what kids’ letters can teach us about childhood and how to spark meaningful conversations with kids.
A brand campaign titled “All it Takes…” that prompts adults to lean into life’s small moments and listen to children will debut in late May. The campaign will run through 2022 and will include social channels, national video placements, YouTube ads, media partnerships and be promoted across all Highlights’ marketing channels.
A cornerstone of the 75th anniversary campaign comes with the publication of Dear Highlights: What Adults Can Learn from 75 Years of Letters and Conversations with Kids by Christine French Cully in August.
Also in August, Highlights will add a new title to its Hidden Pictures branded franchise. Best Hidden Pictures Puzzles Ever will feature a variety of innovative seek-and-find puzzles with more than 1,500 hidden items.
Additionally, the Flashlight Hidden Pictures Board Game produced by game maker Buffalo Games will make its debut in time for the 2021 holiday season. It exemplifies an IP-driven line of expanded and future licensed products and partnerships.