Germany

Ehapa Verlag publishes Micky Maus, the highest selling Disney magazine in Europe. With over 650,000 copies sold each week, and extensive publicity campaigns supporting the weekly editorials and premiums, the magazine is known across Germany. Since 1951 more than 1,000,000,000 copies of Micky Maus were sold, which is (according to the Ehapa website) a world record in the market of comic magazines. Ehapa was formed in 1951 and is 100% part of the larger Egmont Group.

Special editorials in Micky Maus often focus on the environment or endangered animals, and Ehapa has been responsible for reforisting initia tives in Germany and rain forest preservation in South America. This large and varied market has proven ideal for many types of high selling titles. Fans and collectors read the many pocket books, such as Lustiges Taschenbuch which is regularly advertised on television, while pre-school children get introduced to Disney at an early age with Bambi and Dumbo magazines. Young boys read Limit, a magazine targeted specifically to boys 9 - 13 who do not typically read muchm but are heavy television watchers. Consequently, the editorial centers on pop-colutre and sports heroes, and over 200,000 boys purchase LIMIT each month. For girls, Minnie magazine addresses more feminine topics, offering advice, ideas and a bit of romance fot pre-teens.