Kids' gaming mag Robot launches in UK

Matthew Jarvis
Kids' gaming mag Robot launches in UK

Robot, a monthly magazine dedicated to gaming for kids, has launched in the UK.

The publication was originally created in Sweden in 2010 by Reset Media, which also operates the Scandinavian arm of gaming site IGN.

Robot, which costs £3.99, is aimed at children aged between six and 12 and includes games advice, reviews and tips for PC, console and mobile titles.

Every issue also includes a free gift, with the debut issue, released on June 20th, including a double-sided Minecraft door hanger to match the issue’s in-depth focus on the block-building game.

The magazine has already been picked up by a number of UK retailers, with supermarkets such as Tesco and Sainsbury’s among those stocking the title.

“Video game journalism today is for adults,” Robot editor Tobias Bjarneby told MCV on the firm’s decision to launch a children-centric games publication.

“There are a few publications made for young gamers, but they are not taking their audience very seriously.

“Most magazines in the children’s section are low-quality license products and/or an excuse to sell cheap plastic toys at the magazine stand. With Robot we want to change that, and give the six- to 12-year-old gamers a magazine that they can really care about.

“The magazine is made for young gamers, with features, reviews, previews, news and tips for all their favorite games, like Minecraft, Skylanders, Super Mario, Pokémon and Lego.

“The tone is playful but never childish, and we also think about the parents that want to read Robot for or together with their children.

“We have an experienced team of writers and designers. We have been making video game magazines in Sweden for 20 years and the concept behind Robot is something we have been working on for a long time.”

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Tags: Media , reset , ign , magazine , children , kids , robot , Publication

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