Mateřídouška is an iconic Czech children’s magazine with almost 80 years of history. In recent years it faced strong competition and lost its position. So together with Zdeňka Chocholoušová we set out on a restart based on tradition and a return to the premium quality of print. Today Mateřídouška is a media platform for children and parents across media types.
Back to the roots
Over the past few years Mateřídouška faced strong competition from content for children. It therefore sought a new vision and direction so that it could keep appealing to its readers. Under the leadership of Zdeňka Chocholoušová, Mateřídouška got new energy so that it can keep thriving. Not only in print, but across modern media types, and not only among children but also among their parents.
We returned to the roots, to the tradition that over the years of the magazine was shaped by personalities such as František Hrubín, Josef Lada, Ondřej Sekora, Jiří Trnka, Adolf Born, Václav Čtvrtek, Jiří Žáček and many others. We restored the iconic logo, completely changed the visual style and began working with leading contemporary Czech illustrators. At the same time we gave room to longer text formats that help children slow down and immerse themselves in stories. The new Mateřídouška is built on reading, discovery and the joy of learning.
Digital support
Although we build on the quality of the print itself and the magazine is the centre of our world, a successful medium today also needs the support of digital channels. We therefore actively reach out to children and parents on Instagram, Facebook, TikTok and YouTube.
We have also created a new website, whose main purpose is not building a large content portal but a signpost: a place where we can effectively guide audiences from online campaigns, radio ads, events and other marketing activities.
Ambassador Adélka
While parents know Mateřídouška well, for many children we are not yet a lovebrand. Besides returning to tradition, it was important for us to support Mateřídouška with a face they know. So we created a completely unique collaboration with nine-year-old actress Adélka Hesová, known for example from the series ZOO and Kamarádi, from Prague theatres and musicals, or even from a Hollywood film nominated for four Oscars, Nosferatu (2025). Adélka has become one of the key brand assets of Mateřídouška. She has a space in the magazine itself, is the main draw at our events, and above all hosts the podcast “Adélka a hvězdy”, which quickly became our most successful digital hit. In it she interviews well-known personalities not only from the children’s world, for example Lollipopz, Štístko and Poupěnka, Rebelky, Honza Bendig, Marek Lambor, Natálka Grossová, Milan Peroutka or Tomáš Klus. We adapt digital content to the wishes of young fans, and we support its spread through influencers and communities of mums.
Synergy with the Pigy brand
Since 2010 Zdeňka has been in charge of the Pigy project, which was originally conceived only as a children’s radio, but for many years has been an independent, profitable brand operating successfully in the children’s world through its own radio stations, podcasts, websites, camps, merchandise and dozens of events a year. Thanks to this she saw the potential of Mateřídouška, the importance of breaking into modern media types, and the advantage of a brand ambassador. Mateřídouška therefore works closely with the Pigy brand, which lets us reach families across print, radio, online, social media and live events. The collaboration between Mateřídouška and Pigy brings synergy in content, events, marketing and above all sales, as together they expand the options for our business partners.
Commercial approach: quality over quantity
We offer partners the chance to reach the target group of children and especially their parents across media types, media formats and events. In this way we build far more strategic long-term collaborations. Mateřídouška currently works with a smaller number of advertising pages in order to keep its premium character. We try to make advertising fit naturally into the magazine’s concept, and we take a much more tailored approach to content collaborations. Advertising thus becomes part of the content, it is better received and it also works better.
New collaboration formats include, for example, an advertorial game with Dermacol, in which the editorial team prepared the fun game “Pěnová jízda” that draws in children and parents. For BioGaia from EwoPharma, the editorial team devised a creative concept with an educational angle. The most interesting concept was a synergistic campaign with INKEE, which involved Adélka Hesová, her podcast, the Pigy brand and the radio stations too. Thanks to close cooperation with the sales departments we offer attractive packages for clients that combine print, online, social media, children’s radio and events. Mateřídouška is thus no longer just a magazine, but has become a media platform that reaches whole families.
Who is behind the transformation
Dozens of people are involved in the new Mateřídouška, and they have put, and continue to put, their energy and heart into the project. Illustrator Jan Vajda created the new visual form, inspired by the aesthetic of Josef Lada. Editorial leadership and the development of illustrators is managed by Zuzana Pavésková. Commercial and marketing support is provided by Patrik Hauf, Lucie Hronková, Tereza Melicharová and Tereza Pidrmanová. With the help of Libor Berka, Mateřídouška is reaching readers more strongly through traditional sales, and thanks to Tereza Tiller it is entering awareness through new digital platforms such as the materidouska.cz website or iKiosek. Last but not least, thanks go to the whole team, which moved Mateřídouška towards a new generation of readers.
This year Mateřídouška celebrates its 80th birthday, and we believe these will not be its last milestones.
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