The US magazine was launched in the UK last Christmas but it is thought that the Americanised content did not endear itself to readers on this side of the Atlantic. There will be no new edition for 2007 but it will be back with all-new UK generated editorial in 2008.
Gameplan Europe, which handled the launch marketing of the mag here, has now taken over creation of the editorial as well and will be aiming to produce a mag much more relevant to a UK readership.
Boss Andrew Dobbie told ToyNews: “We’re looking forward to a proper launch next year and I’m sure it will be better. With us deciding what goes into it, we will be able to look at what UK parents like in a style and format that is entirely UK-based.”