Video Collectables Now Collectables Direct
British film and television retailer Video Collectables has begun mailing under its new name, Collectables Direct. The cover of the Fall 2009 catalog features actors from the award-winning BBC series, Criminal Justice. Just below, an array of products including a clock and an umbrella show some of the merchandise available within the catalog beyond TV and film media. Just inside, a note explains that the company decided to update its name due to a new assortment of products including books, apparel, jewelry and gifts. New products include a Hobby Chest ($169.98), a Magnifying Glass Necklace ($89.98), and Botanical Paperweights ($49.98). DVD sets include Agatha Christie's Poirot series ($47.98 per set), spy series The Sandbaggers ($29.98 per set), and late Victorian drama Affairs of the Heart ($37.98). Orders can be placed by phone, fax, online, or by mail.

Brain, Child: "The Magazine for Thinking Mothers"
Parenting magazine Brain, Child recently mailed a promotion positioning the title as "Crazy good reading about motherhood." The cover of the selfmailer promotes its Readers' Choice Award given by the Utne Independent Press and includes a "Fabulous essays and thoughtful commentary on raising children" endorsement on the reverse side from them. A letter addressed "Hello fellow mother" gives a brief history of the title, as cofounders Stephanie and Jennifer wanted to "create a magazine that was different from the traditional parenting publication" and present "the real story" of motherhood. Readers praise the publication; one reader states "I literally hug each issue as it arrives in our mailbox. Four times a year, it saves my sanity." Beyond the letter, the mailer folds out into multiple sections that describe topics covered in the magazine such as "Mom Blame," a perspective on taking credit or blame for how children turn out and "Mama Turns Green," which provides information on how to nourish family and the planet while being eco-friendly. Another section titled "Brilliant Writers Provocative Subjects" promotes authors who write for the magazine such as Jane Smiley on why kids shouldn't have chores and Barbara Kingsolver on creating boundaries. Statements from readers and the media are also featured including "A good read is what Brain, Child is all about" from The Washington Post and "Brain, Child covers topics that other publications do not?" from Claire, El Segundo, CA. The subscription's cash offer of $5/$19.95/$34 for 1/4/8 issue(s) can be made by mail or online.

Mini Boden Gives Shoppers a Shot for Free Orders
British cataloger Mini Boden, supplier of clothing for boys and girls, mailed its 204-page autumn 2009 catalog offering a variety of incentives and a chance to win free orders. The front cover headlines "11% Off Plus Free Shipping" and "Plus Order Before 15th August for a Chance to Win One of 10 Free Orders Every Day." Inside, the "Extra Clever Offer" for 11% off plus free shipping is reinforced with a "Story of Your Very Clever Clothes?" letter from Johnnie Boden who references the perks of Mini Boden clothing: soft yet "tough enough for even your biggest adventures" and adjustable waistbands will "grow with you." Rules of the limited time contest are also explained. The clothing in the catalog is separated by gender with the order form and sizing guide between the two sections printed in opposite directions, causing the reader to flip the catalog to properly view the merchandise. The age, interests, quirks and career aspirations of each model is included with the merchandise, such as Jordan, age 4 who wants to be a footballer, wearing a Stripy Applique Hippo T-shirt ($32) or Anna, whose worst food is salad, age 10, sporting a Blueberry/Lime Spotty Dress Top ($32) and a pair of Fur Lined Boots ($98). Orders may be placed by mail, phone and online.

The direct mail promotions appearing in Mail Stream are tracked and written up by ParadyszMatera, a media brokerage services company, through its MarketRelevance(tm) Promotion Library. Click here to visit their site: ParadyszMatera.com.