From the Editorial Director: Thinking ‘Outside the Book’

"Digging for Dinosaurs" offers a range of mini-games, such as simulated paleontological digs or dinosaur battles, that educate kids about different dinosaur species.

"Parents trust Scholastic to provide high-quality, safe entertainment for their kids, and this line truly delivers that … for the younger gamers …," said Deborah Forte, president of Scholastic Media and executive vice president of Scholastic Inc., in announcing the video games.

A Natural Brand Extension

While from the magazine publishing world, Ogden Publications is another great example. The company—which serves the sustainable living, rural lifestyle, farm memorabilia and classic motorcycle communities—publishes Mother Earth News, Utne Reader and Natural Home, among a number of other publications. It launched a line of Natural Home kitchenware (and also sells composters) that is sold through retailers and the company's websites. In December 2010, Ogden announced the acquisition of the company behind Ogden's Natural Home line, Cataluña Enterprises, making it an even more integral part of the company's business.

"Our publications provide readers with the knowledge they need to live inspired sustainable lifestyles. Our new Natural Home Products enterprise will allow us to explore conscientious sources for everyday products and to provide consumers with new products manufactured in ways that protect the environment and the workers who create them, around the world," said Bryan Welch, publisher and editorial director for Ogden Publications.

The company also produces energy-efficient home designs, and sells books related to its audiences' interests.

An All-American Expansion

American Girl, founded in 1986, gained increasing popularity with its launch of a line of historical characters (girls), featuring books about the characters, 18-inch dolls and accessories.

In 1992, the company, which is now a subsidiary of Mattel, launched American Girl magazine, which now has more than 500,000 subscribers.

Additional doll lines have followed, including dolls for toddlers (Bitty Baby and Bitty Twins).