Sea Urchin magazine launched

Published on: December 2nd, 2011

Theo Paphitis, Sam Hewitt and Stacey Solomon

With the help of X Factor finalist Stacey Solomon and star of Dragons Den and Ryman boss, Theo Paphitis, new kids magazine Sea Urchins launched with a splash at the SEA LIFE London Aquarium.

Theo and Sam Hewitt, the magazine’s creator, who is also a marine biologist and Padi diving instructor, amazed the crowd by scuba diving in the tropical tank with the sharks, turtles and rays. Stacey, who recently announced she was expecting her second child, had to be content with watching from the side with son Zac along with the 200 strong crowd of celebrities and other special guests who attended the event.

Theo Paphitis, whose Stationery company Ryman kindly agreed to sponsor the production of the pilot issue commented: “When I heard about the idea, I had no second thoughts about saying ‘I’m in’!” He said: “Anything that engages kids and helps them learn about science, nature and conservation deserves to be a success.”

The first issue of Sea Urchins, which will initially be produced quarterly, comes out in February 2012 with a minimum print run of 25,000 copies and will provide an excellent vehicle for reaching boys and girls aged 5 -15.
With a host of celebrities and well-known names from the world of music, television and nature lining up to get involved; the magazine promises to make science cool and fun for kids and at the same time make subjects like the ocean, marine life and diving accessible.

Speaking about the magazine, Samantha Hewitt, who is Stacey’s sister said: “Sea Urchins has had an incredible reaction, and we are overwhelmed with the support we have been given and how genuinely excited everyone gets when we talk about the magazine; whether potential contributors or those who have indicated they would like to help distribute the magazine. Most importantly, the kids absolutely love it – it’s amazing how interested they are in anything to do with the sea.”

Samantha continued:  “My aim is to inspire children to love the natural world and oceans and to learn about the importance of conserving them.  I am determined that SEA URCHINS will help to positively impact on the next generation, while providing kids with a lot of fun in the process.”

Sea Urchins has already received lots of support from the toy industry, with companies including Little Tikes, SpinMaster, Mattel, Worlds Apart and Mega Brands getting involved with the pilot issue and launch activities.  The 16 page teaser, which was kindly printed by Theo and Ryman Stationary will be given out to visitors at SEA LIFE centres around the UK during December while stocks last.  It is also available to download from the Sea Urchins’ website

Supporting Samantha with the production and marketing is Caroline Fosbury and the team at Fosbury PR who have helped with the launch and are now undertaking a full scale PR campaign to help spread the word.  They will also be responsible for collating the product review pages and competitions in the magazine plus will assist with setting up promotional and sponsorship opportunities.

Those wishing to discuss advertising and promotional opportunities, or would like the magazine’s media pack should get in touch with Samantha Hewitt at Sea Urchins via the email or Caroline at Fosbury PR on 0208 994 7722 – email

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