• by Michael Shields , January 4, 2005

Cookie magazine, a launch soon to come from Fairchild Publications, looks to be a cross between Lucky and Child, aimed at an upscale audience.

A direct mail piece sent out by Fairchild offering recipients a free trial issue of the new title labels Cookie as "The Magazine for Sophisticated Parents."

It's clear from the magazine's description in the piece that Cookie is aimed at parents who plan to spend a fair amount of money styling and accessorizing their children. The opening paragraph of the letter reads: "You enjoy the best in life for yourself, and you want the same for your children. But finding it isn't always easy."

According to the letter, which carries the signature of Fairchild CEO Mary Berner, the magazine proposes to help parents who answer yes to questions such as "Want to dress your little ones in classic style?" and "Surround them with great design?"

It appears as though Cookie will be designed as a functional, upscale service magazine. Most product pieces are said to include reviews, prices, and phone numbers and/or Web sites to facilitate purchasing.

The first issue also includes features on the best in kids' new clothing and gear, the top adoption lawyers in America, and 'Haute design" nursery furniture from Italy.

Other topics range from help getting your kids to try exotic foods like octopus, to tips on educating a bilingual child and where to order imported kids' skin and hair products.

It is unclear how large the scope of this direct mail campaign is, and Fairchild is not releasing a lot of details on the launch at this point. Cookie would appear to be a departure for the publisher, given its flagship titles like W and Vogue. However, Fairchild does maintain a foothold in the children's market through the trade publication Children's Business.