Toxic and Go Girl

Egmont

Egmont and 4T2

Genre: Children's Website
Released: 2007

4T2 created two fun-packed websites for the UK's second largest publisher of childrens' magazines.

Egmont Magazines publishes two very popular magazine titles - "Go Girl" and "Toxic" - aimed at 7-11 year old girls and boys respectively. The company was keen to build on increased internet usage amongst this age group. It therefore commissioned 4T2 to create two websites to support the magazine brands and develop new ways of engaging boys and girls online. The sites have a completely flexible home page layout, allowing Egmont to strategically drive traffic to key areas of the website. At the heart of both sites is a games portal. This ensures fresh, fun content that keeps children coming back on a regular basis. Games (and all other content) can be added using 4T2's content management system. Egmont's Toxic Magazine readership growth (12% year-on-year) was the largest in the pre-teen boys' market in 2008. To accompany this success 4T2 upgraded the games section using cutting edge Flex application technology, added a movies page and launched a new quiz feature. The Go Girl site also received an upgrade with several new mini games, a revamped quizzes section and blog pages. Both sites continue to grow!

Egmont Magazines
Creativity and understanding

We're delighted that 4T2 has created two websites that really complement the strong Go Girl and Toxic magazine brands. Their creativity and understanding of what children enjoy online has resulted in some really unique and practical ways for us to engage with children of both sexes.

Dawn Cordy
Director of Egmont Magazines
Industry Expert
Toxic breaks new ground

Some titles believe a strong website cannibalises their readership. Toxic has shown this doesn't have to be the case.

Olly Swanton
Founder of Way to Blue

THE CHALLENGE

  • Relate closely to the magazine brands and appeal to a 7-11 year old audience
  • Allow children to interact with the brand in ways not possible when offline
  • Ensure the sites are profitable within six months through advertising revenue

THE SOLUTION

  • Games portals for driving a high volume of traffic
  • Child-friendly membership and personalisation systems
  • Fully flexible content management system to cater for advertising promotions

THE RESULTS

  • Over 1 million page views generated by the sites within 4 weeks of launch
  • 70% of site members are in Egmont's core age range of 7-11
  • Continued success, growth and popularity for over two years