Highlights launches kids' title in Korea

Share this article:

Highlights for Children will launch the first Korean edition of Highlights High Five in July.

Highlights High Five, designed to teach children age two to six how to read, will be marketed as an English learning tool in Korea, where English is taught as a second language in primary and secondary schools. JY Books, a Korean publisher, has partnered with Highlights to publish the monthly magazine under the title Hello Friend.

“Launching in Korea is part of Highlights' strategy to export content outside the US,” explained Kent Johnson, CEO of Highlights. “We engaged with a number of potential partners who are knowledgeable of the local market, and we feel comfortable with their appraisal.” 

JY Books has printed a large run of promotional copies that will be used to generate subscriptions to Highlights High Five ahead of its launch date. The magazine will also be sold in bookstores and on newsstands throughout Korea.

Highlights High Five is also launching a Web site for its Korean version, as a way to generate orders and familiarize people with the brand. Audio content, designed to help children learn English pronunciation, is being produced in conjunction with the magazine.

With its January 2007 launch, Highlights High Five joined flagship Highlights magazine, a toy catalog, Web sites and a children's book publishing division at Highlights for Children.

Johnson said Highlights will explore other publishing opportunities outside of North America.

Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

Russ Klein Tapped to Head American Marketing Association

Russ Klein Tapped to Head American Marketing Association

The former Burger King and 7-Eleven CMO takes over as the organization looks to expand globally.

Publicis Launches New Digital Agency

Publicis Launches New Digital Agency

Roar, an amalgam of top digital talent from across Publicis Groupe, will be led by Zenith OptiMedia veteran Sean Reardon.

RAPP Names Orlov CEO

RAPP Names Orlov CEO

The Volkswagen marketing executive is a veteran of Wunderman and WPP.