Mattel takes over Egmont title

Go Girl, Egmont's long-established tween girl magazine has been taken over by Mattel this month.
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The 54-page October issue is the biggest in its ten year history and has been 'hi-jacked' by Mattel to promote its popular girls brands - Barbie, Monster High and Girl Tech.

Egmont, which has published Go Girl since June 2000, has seen sales of the title up nine per cent ith year (ABC Jan-Jun 2010).

"We are delighted to announce the largest issue in Go Girl’s history," commented Alison David, commercial director of Egmont UK.

"We’re very pleased with the growing interest that brands are showing for this property, not just from the key players, but also from non-traditional brands eager to access a market of passionate and committed consumers."

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